Purpose

Wine producers and marketing professionals increasingly recognize the significance of online wine reviews. Emotions have long been acknowledged as influential in online review behaviors. However, considering the multisensory nature of the wine experience, consumers’ wine expertise also plays a substantial role. Hence, this study aims to examine the online review behaviors exhibited by wine consumers through the dual lens of wine expertise and emotionality.

Design/methodology/approach

Two studies were conducted to address the research question. Study 1 explored the relationship among expertise, emotionality and review behaviors using a panel data model, with a data set consisting of 4,600,922 reviews from Vivino.com. Study 2 used a multigroup structural equation modeling (SEM) analysis using data obtained from an online survey. Study 2 aimed to investigate the interactive impact of emotionality and expertise on online review intention mediated by customer engagement.

Findings

The findings from Study 1 demonstrated a positive correlation between emotionality and online wine reviews. In addition, expertise displayed a bell-shaped relationship with both emotionality and online wine reviews. Study 2, in turn, uncovered that novices and experts experienced a direct influence of emotionality on their review intentions. In contrast, for those classified as ordinary, the influence of emotionality on review intention occurred indirectly through the mediation of customer engagement.

Originality/value

This paper extends the current literature on online wine review by integrating the effect of emotion and expertise on online wine review behaviors, expanding the examination of Dunning–Kruger effect in the wine literature. It also adds value by introducing emotionality and the Evaluative Lexicon into the hospitality literature, extending the measurement of emotion from valence and extremity to a third dimension, emotionality, in hospitality and wine domains.

中文翻译：

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探索情感和专业知识对在线葡萄酒评论的影响：更多的知识是否会导致更少的评论？

目的

葡萄酒生产商和营销专业人士越来越认识到在线葡萄酒评论的重要性。长期以来，人们都认为情绪对在线评论行为有影响。然而，考虑到葡萄酒体验的多感官性质，消费者的葡萄酒专业知识也发挥着重要作用。因此，本研究旨在通过葡萄酒专业知识和情感的双重视角来考察葡萄酒消费者所表现出的在线评论行为。

设计/方法论/途径

进行了两项研究来解决该研究问题。研究 1 使用面板数据模型探讨专业知识、情绪和评论行为之间的关系，数据集包含 Vivino.com 的 4,600,922 条评论。研究 2 使用从在线调查获得的数据进行多组结构方程建模 (SEM) 分析。研究 2 旨在调查情感和专业知识对由客户参与介导的在线评论意图的交互影响。

发现

研究 1 的结果表明情绪与在线葡萄酒评论之间呈正相关。此外，专业知识与情感和在线葡萄酒评论都呈现出钟形关系。研究 2 又发现，新手和专家的情绪对其审阅意图有直接影响。相比之下，对于那些被归类为普通的人来说，情绪对评论意图的影响是通过客户参与度的中介间接发生的。

原创性/价值

本文通过整合情感和专业知识对在线葡萄酒评论行为的影响，扩展了当前在线葡萄酒评论的文献，扩大了葡萄酒文献中邓宁-克鲁格效应的检验。它还通过将情感和评估词典引入酒店文学，将情感的衡量从效价和极端扩展到酒店和葡萄酒领域的第三个维度，即情感，从而增加了价值。