earticle

영어

We investigated the effect of review, reviewer, and corporate factor on review helpfulness and the role of the cultural dimension in moderating these relationships. The research model was built upon the theoretical basis of the elaboration likelihood model and information adoption model. To empirically analyze our research model, 10,611 TripAdvisor review data from 9 countries were collected. In addition, the zero-inflated negative binomial model and multilevel analysis were performed in consideration of the data characteristics and level differences. The results show that review depth has a positive effect on review helpfulness, and review ratings and reviewer expertise have a negative effect. As corporate factors, hotel size has a negative effect on review helpfulness. In addition, review ratings, reviewer expertise, and hotel rating show significant differences in the moderating effects of the tendency to uncertainty avoidance and power distance level.