Understanding the influence of submission devices on online consumer reviews:A comparison between smartphones and PCs

Abstract

Online consumer reviews (OCRs) are of immense value to businesses and consumers. With the rapid development of mobile Internet, smartphones have become an important device for consumers to publish OCRs. Information input is more difficult on smartphones than on PCs because of the screen size, the convenience of using keyboard and the interference of use situation. Based on cognitive cost theory, this study compares the differences of the statistical characteristics of OCRs (study 1) and the narrative content of OCRs (study 2) submitted via smartphones and PCs about material purchases in B2C websites. In study 1, an analysis of 24,933 OCRs across six products shows that OCRs submitted via smartphones have fewer words, more images, higher star rating, and shorter time interval than via PCs. In study 2, by coding and analyzing 1001 OCRs, the results show that OCRs submitted via smartphones are less likely to mention price, product functionality, product quality, product aesthetics, service quality, logistics quality, and attitudinal loyalty than via PCs, whereas no significant difference is observed in the dimensions of seller trustworthiness, cognitive attitude, emotional attitude, and recommendation expression. Implications for theory and practice are discussed.