Moderating effects of rating on text and helpfulness in online hotel reviews: an analytical approach

An online review is composed of various information components (e.g., reviewer profile, review rating, and text), which may have impacts on its user simultaneously. However, while there is a growing interest in understanding the information value of online reviews, the potential interaction effects between different review components have rarely been examined. This study aims to explore the interaction effects on individual perception between review rating and review text in the online hotel review context. We conducted an analytical exercise using actual hotel reviews collected from three major review websites to understand the interaction effects that took place in real, potentially complex settings. Findings showed that review rating and review text interact with each other, and individual perception of hotel reviews varies with the interactions. Finally, we discuss the implications for the holistic perception of online reviews and interactive roles of review components as well as limitations and future research directions.