Comparative online reviews have evolved into a vital instrument for consumers in decision-making, offering valuable comparisons and available options. Drawing on the insights from the linguistic category model (LCM) and elaboration likelihood model (ELM), we propose that different types (attribute-based and experience-based) of comparative reviews can affect consumers' perceived credibility of online reviews, thus impacting product sales. We analyzed 136,260 reviews on e-commerce platforms to assess these effects and introduced review valence as a boundary condition. Utilizing a combination of pattern discovery, supervised learning techniques, and manual coding, we identified attribute-based and experience-based comparative reviews and subsequently classified them based on positive, neutral, and negative valence. Subsequently, we took the product sales as the dependent variable and applied a two-way fixed effects model. The results indicate that attribute-based comparative reviews exert a more favorable influence on product sales compared to experience-based ones. Additionally, positive comparative reviews, irrespective of their attribute-based or experience-based nature, demonstrate a greater impact than regular positive reviews. However, negative and neutral comparative reviews, only when associated with attribute-based information, exhibit a significant effect. The results highlight the value of different types of comparative reviews and illuminate the moderating role of review valence. Our findings offer new insights and practical guidance for marketers and e-commerce platforms in capitalizing on the important influence of comparative reviews and enhancing the presentation of online reviews.

中文翻译：

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不同类型的比较评论对产品销售的影响


在线比较评论已发展成为消费者决策的重要工具，提供有价值的比较和可用的选择。借鉴语言类别模型（LCM）和阐述可能性模型（ELM）的见解，我们提出不同类型（基于属性和基于体验）的比较评论可以影响消费者对在线评论的感知可信度，从而影响产品销售量。我们分析了电子商务平台上的 136,260 条评论来评估这些影响，并引入评论效价作为边界条件。结合使用模式发现、监督学习技术和手动编码，我们识别了基于属性和基于经验的比较评论，并随后根据正面、中性和负面效价对它们进行分类。随后，我们以产品销量为因变量，应用双向固定效应模型。结果表明，与基于体验的评论相比，基于属性的比较评论对产品销售产生更有利的影响。此外，正面比较评论，无论其基于属性或基于经验的性质，都比常规正面评论具有更大的影响力。然而，负面和中立的比较评论只有在与基于属性的信息相关联时才会表现出显着的效果。结果凸显了不同类型比较评论的价值，并阐明了评论效价的调节作用。我们的研究结果为营销人员和电子商务平台利用比较评论的重要影响并增强在线评论的呈现提供了新的见解和实践指导。