The Impact of Channel and Video Characteristics on the Perceived Helpfulness of Product Video Reviews on Social Media

다국어 초록 (Multilingual Abstract)

With the advancements and widespread adoption of social media platforms, electronic word-of-mouth (eWOM) has become increasingly diverse, significantly impacting consumer decisions through its varied information dissemination. Compared to textual reviews, video reviews on the social medias are becoming more crucial in consumers' shopping decision-making process. This is attributed to video reviews offering consumers more comprehensive information through visual cues and dynamic product explanations. While the perceived helpfulness of information presented in video reviews can reflect viewers' evaluations of review quality, there is a notable absence of research examining the factors influencing the assessment of review helpfulness in videos. To bridge this gap, we investigated the impact of YouTube channel characteristics and video duration on the helpfulness of video reviews for electronic products. Additionally, this study applied speech-to-text conversion and text mining techniques to extract and analyze emotional factors. The findings of the model analysis revealed that a greater number of subscribers to a channel corresponds to increased helpfulness of video reviews. Furthermore, the helpfulness of video reviews tends to rise when the expressed emotions are more negative. This study also confirmed a non-linear relationship between video duration and review helpfulness, concluding that videos of an appropriate duration are most beneficial to consumers. This study not only adapted and validated the antecedents of helpfulness from textual reviews to video reviews but also expanded research on the review helpfulness within the realm of social media. Drawing on the analytical outcomes, practical insights were provided for the generation and management of eWOM and video reviews on social media platforms. Especially, the results provide constructive for individuals and platforms involved in generating and presenting more helpful content for product reviews.

목차 (Table of Contents)

• ABSTRACT
• Ⅰ. Introduction
• Ⅱ. Literature Review
• 2.1. Online Review & Review Helpfulness
• 2.2. Negativity Bias Theory
• 2.3. Factors Affecting Review Helpfulness
• Ⅲ. Research Model and Hypotheses
• 3.1. Research Model
• 3.2. Hypotheses
• Ⅳ. Research Methodology
• 4.1. Video Review Data
• 4.2. Operational Definition
• Ⅴ. Data analysis and Results
• 5.1. The Principal Analysis Results
• 5.2. Validating the Robustness of Video Duration Analysis Results
• Ⅵ. Discussion and Conclusion
• 6.1. Theoretical Implications
• 6.2. Practical Implications
• 6.3. Limitations and Future Research
• Acknowledgments