Although the extant literature demonstrates that mobile device icons change consumers’ cognition of review helpfulness, it reports contradictory findings: displaying mobile device icons either helps or hurts review helpfulness. Drawing on the instability of peripheral routes (ELM) and perceived effort, we found that the impact of mobile device icons on review helpfulness is contingent on review writing effort, represented by review length. Econometric and experimental analyses ensured the external and internal validity of results, respectively. Moreover, we applied interpretable machine learning to designing mobile device icons varying with review writing effort, aiming at maximizing their effects on review helpfulness.

中文翻译：

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移动设备图标有帮助还是有害？通过可解释的机器学习进行实证分析和设计的证据


尽管现有文献表明移动设备图标改变了消费者对评论有用性的认知，但它报告了矛盾的发现：显示移动设备图标要么有助于要么损害评论有用性。利用外围路径 (ELM) 的不稳定性和感知努力，我们发现移动设备图标对审阅有用性的影响取决于审阅写作的努力，以审阅长度表示。计量经济学和实验分析分别确保了结果的外部和内部有效性。此外，我们应用可解释的机器学习来设计随评论撰写工作而变化的移动设备图标，旨在最大化其对评论有用性的影响。