The Impact of Readability on the Usefulness of Online Product Reviews: A Case Study on an Online Bookstore

Authors:
Nikolaos Korfiatis;Daniel Rodríguez;Miguel-Angel Sicilia
Affiliations:
Department of Informatics, Copenhagen Business School (CBS), Frederiksberg, Denmark DK-2000;Department of Informatics, Copenhagen Business School (CBS), Frederiksberg, Denmark DK-2000;Department of Computer Science, University of Alcalá, Madrid, Spain 28805
Venue:
WSKS '08 Proceedings of the 1st world summit on The Knowledge Society: Emerging Technologies and Information Systems for the Knowledge Society
Year:
2008

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Abstract

Online product reviews is an important advantage for consumers of experience goods in online marketplaces and act as a useful source of information during the purchase of a good. Furthermore in some online marketplaces consumers have the opportunity to evaluate how helpful a review was by using a binary evaluation interface provided by the online marketplace. This results to the usefulness score of a review which is calculated as a fraction of helpful votes over the total votes that this review has received. Our early results indicate that the usefulness score of a particular review is affected in a significant way by the qualitative characteristics of the review as measured by readability tests applied to a large dataset of reviews collected from the UK section of the popular online marketplace Amazon.