Content-Rating Consistency of Online Product Review and Its Impact on Helpfulness: A Fine-Grained Level Sentiment Analysis

Aim/Purpose The objective of this research is to investigate the effect of review consistency between textual content and rating on review helpfulness. A measure of review consistency is introduced to determine the degree to which the review sentiment of textual content conforms with the review rating score. A theoretical model grounded in signaling theory is adopted to explore how different variables (review sentiment, review rating, review length, and review rating variance) affect review consistency and the relationship between review consistency and review helpfulness. Background Online reviews vary in their characteristics and hence their different quality features and degrees of helpfulness. High-quality online reviews offer consumers the ability to make informed purchase decisions and improve trust in e-commerce websites. The helpfulness of online reviews continues to be a focal research issue regardless of the independent or joint effects of different factors. This research posits that the consistency between review content and review rating is an important quality indicator affecting the helpfulness of online reviews. The review consistency of online reviews is another important requirement for maintaining the significance and perceived value of online reviews. Incidentally, this parameter is inadequately discussed in the literature. A possible reason is