Sentiment Analysis of TripAdvisor Audiences: Exploring the Asymmetric Effect of Review Content Valence on Numerical Rating Depending on Brand Strength

摘要

The basic assumption is that there is a symmetric relationship between review valence and rating. However, what if, review valence and rating were linked asymmetrically? There is few studies have gone into asking about the situations in which positive and negative online reviews exert different influence on rating. This study consider brand strength is an important moderating role because existing reviews' average rating for a certain product, such as hotel, is a heuristic cue for decision maker. Thus, this study argues that an asymmetric relationship between review content valence and numerical rating will depend on brand strength.