Online Persuasion: How the Written Word Drives WOM
通过分析消费者电子产品的在线评论数据并开展实验，研究了语言风格、组织结构等特征如何影响评论的有用性感知，对营销人员和平台有参考价值。
<h3>ABSTRACT</h3> Consumer-generated product reviews are important sources of information for producers and consumers. This research includes two studies designed to investigate how language style, organizational structure, and other content features affect the perceived helpfulness of online product reviews. In study 1, researchers analyzed a data set of online product reviews regarding a consumer electronic device and identified content characteristics shared by helpful reviews. Study 2 used an experimental approach to probe the boundary conditions under which specific content features may or may not influence review helpfulness.