CONTENT-RATING CONSISTENCY OF ONLINE PRODUCT REVIEW AND ITS IMPACT ON HELPFULNESS: A FINE-GRAINED LEVEL SENTIMENT ANALYSIS

The objective of this research is to investigate the effect of review consistency between textual content and rating on review helpfulness. A measure of review consistency is introduced to determine the degree to which the review sentiment of textual content conforms with the review rating score. A theoretical model grounded in signaling theory is adopted to explore how different variables (re-view sentiment, review rating, review length, and review rating variance) affect review consistency and the relationship between review consistency and review helpfulness