The ability and ease for users to create and publish content has provided vast amount of online product reviews. However, the amount of data is overwhelmingly large and unstructured, making information difficult to quantify. This creates challenge in understanding how online reviews affect consumers' purchase decisions. In my dissertation, I explore the structural, stylistic and semantic content of online reviews. Firstly, I present a measurement that quantifies sentiments with respect to a multi-point scale and conduct a systematic study on the impact of online reviews on product sales. Using the sentiment metrics generated, I estimate the weight that customers place on each segment of the review and examine how these segments affect the sales for a given product. The results empirically verified that sentiments influence sales, of which ratings alone do not capture. Secondly, I propose a method to detect online review manipulation using writing style analysis and assess how consumers respond to such manipulation. Finally, I find that societal norms have influence on posting behavior and significant differences do exist across cultures. Users should therefore exercise care in interpreting the information from online reviews. This dissertation advances our understanding on the consumer decision making process and shed insight on the relevance of online review ratings and sentiments over a sequential decision making process. Having tapped into the abundant supply of online review data, the results in this work are based on large-scale datasets which extend beyond the scale of traditional word-of-mouth research.
|Commitee:||Jiang, Jing, Miller, Steven, Reddy, Srinivas K.|
|School:||Singapore Management University (Singapore)|
|Department:||School of Information Systems|
|School Location:||Republic of Singapore|
|Source:||DAI-B 73/09(E), Dissertation Abstracts International|
|Subjects:||Business administration, Web Studies, Computer science|
|Keywords:||Analytics, Online reviews, Sentiment, Social media, User-generated content, Word-of-mouth|
Copyright in each Dissertation and Thesis is retained by the author. All Rights Reserved
The supplemental file or files you are about to download were provided to ProQuest by the author as part of a
dissertation or thesis. The supplemental files are provided "AS IS" without warranty. ProQuest is not responsible for the
content, format or impact on the supplemental file(s) on our system. in some cases, the file type may be unknown or
may be a .exe file. We recommend caution as you open such files.
Copyright of the original materials contained in the supplemental file is retained by the author and your access to the
supplemental files is subject to the ProQuest Terms and Conditions of use.
Depending on the size of the file(s) you are downloading, the system may take some time to download them. Please be