Nowadays, the multidimensional rating systems are increasingly popular in practice to help consumers evaluate multiattribute products or services. This study aims to examine the helpfulness and economic impact of multidimensional rating systems and the moderating effect of product type (ordinary, premium) from the perspective of product line. To identify the different effects of different product characteristics on consumers' behavior, multidimensional ratings and textual reviews are classified into two different sets according to the product attributes (functional, hedonic). Besides, the effects of review valence are considered simultaneously. Econometric analysis and text mining are conducted on the real data from autohome.com, a leading Chinese automobile rating platform. Results show that (a) in terms of perceived helpfulness, reviews with positive functional ratings or with negative hedonic ratings are perceived more helpful for ordinary product, whereas reviews with positive hedonic ratings are perceived more helpful for premium product. (b) Regarding product sales, the impacts of functional and hedonic ratings on product sales are inverted U‐shape. Furthermore, for ordinary product, variance of functional ratings has a negative effect on product sales, whereas hedonic ratings variance has an opposite impact. Surprisingly, ordinary product consumers tend to pay more attention to the negative hedonic reviews, whereas premium product consumers concentrate more on the negative functional reviews. In summary, various influences of multidimensional reviews and ratings across product type on review helpfulness and product sales are deeply explored in this study, suggesting that firms' online marketing strategies should be contingent on product type and characteristics.
The microstructures of cellulose nanocrystal (CNC) films
grown
from their aqueous suspensions are tuned by a shear flow during the
formation of the films. The modulation of the chiral nematic organization
of CNCs is visualized by the complete polarization analysis using
Mueller matrix microscopy. Further optical simulation has ensured
the comprehensive 3D structural analysis for the complex chiral structures
of CNC films. As suggested by the optical investigation, regulating
the helical structure under the shear flow involves two transition
processes, an early in-plane unwinding, followed by a later helically
vertical unwinding. We have also confirmed that sufficient shearing
is required to reorient the helically aligned CNCs to form the nematic
structure.
PurposeNowadays, online platforms which provide products or services try to implement their homegrown communities to facilitate users' social interactions. Reviewers' activities in these communities can reflect their interests. Based on the theory of homophily, the authors aim to explore the impacts of the reviewer preference similarity and opinion similarity on the rate of product diffusion.Design/methodology/approachFirst, the authors construct reviewer similarity network based on their common interests and propose typical network metrics to measure reviewer preference similarity. Second, the authors measure reviewer opinion similarity with natural language processing. Finally, based on a panel data from an online video platform in China, both the fixed-effect and random-effect panel data models are constructed.FindingsThe authors find that reviewer preference similarity has a positive effect on the product diffusion, whereas reviewer opinion similarity has a negative effect on the diffusion. Furthermore, temporal distance moderates the relationship between reviewer similarity and the product diffusion. As a double-edged sword, review preference similarity hinders product diffusion in the initial phase, whereas benefits it in the later phase. Reviewer opinion similarity is always detrimental to product diffusion, especially in the initial phase.Originality/valueThis paper extends the understanding of homophily from the micro peer level to the group level by constructing reviewers' similarity network and highlights the important role of reviewer preference similarity and opinion similarity in product diffusion. The results also provide important insights for managers to design and implement diversity strategies for better product adoption in the community context.
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