Abstract
Despite the popularity of online food and grocery shopping, little research has been conducted to understand the factors that influence consumers’ online food purchases. Using a topic modeling approach, our results show four interpretable factors have significant impacts on the helpfulness of customer reviews: Amazon Service, Physical Feature, Flavor Feature, and Subjective Expression. Readers of customer reviews perceive objective reviews as more helpful than subjective reviews. In addition, customer review helpfulness has a concave relationship with the length of the reviews. Our results provide important business implications on how to encourage more helpful reviews to assist potential shoppers in making better purchase decisions.
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