Vilakshan (XIMB Journal of Management) (Jul 2021)
Distribution characteristics of star ratings in online consumer reviews
Abstract
Purpose – The star rating summarises the review content and conveys the message faster than other review components. Star ratings influence helpfulness of the reviews, and extreme reviews are considered as less helpful in the decision process. However, literature has rarely addressed variations in star ratings across product categories and variations between two online retailers. In this paper, the authors have compared the distribution of star ratings across 11 products and among the retailers. Design/methodology/approach – Online reviews for 11 product categories have collected, and the authors compared the distribution of star ratings across 11 products and retailers. Correspondence analysis has been applied to show the association between star ratings and product categories for the e-retail firms. Findings – The Amazon site contains proportionately more number of 1-star rated reviews than Flipkart. In Amazon reviews, few product categories are closely associated with 1-star and 2-star reviews, whereas no product categories are closely associated with 1-star and 2-star reviews in Flipkart reviews. The results indicate two distinct communication strategies followed by the firms in managing online consumer reviews. Research limitations/implications – The authors did not analyse data across demographic details because of access restriction policies of the websites. Practical implications – Understanding the distribution of review characteristics will improve the consumer’s decision-making ability and using online review content judiciously. Social implications – This study’s results show significant insights on online retailing by providing cues in using shopping sites and online review characteristics of two prominent retailers. Originality/value – This paper has brought out a distinct distribution pattern of online review between Amazon and Flipkart. Amazon allows a higher degree of negative contents, whereas Flipkart allows more number of positive reviews.
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