Abstract

ABSTRACT Comparison is a way of evaluating two or more things in relation to each other. Online reviews contain a large quantity of comparative views. Such information can reveal how a given product compares to similar ones, thereby making online reviews more convincing. Combining the quintuples of comparative relations in linguistics, this article takes comparative views in online reviews on JD.com as the research object and uses text analysis and quantitative model to explore the mechanism of the influence of comparative views on the reviews helpfulness. The results show that comparative views can improve reviews helpfulness; the number of comparative views, the fine-grained comparative views, and the comparative objects within the evoked set can positively affect review helpfulness; sentiment tendency is significantly consistent with reviews helpfulness in each valence group. This study provides guidance and suggestions for e-commerce stakeholders, which is conducive to the development of the industry.

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