But it was supposed to be healthy! How expected and actual nutritional value affect the content and linguistic characteristics of online reviews for food products

Author:

Wang Yiru1ORCID,Xu Xun2ORCID,Kuchmaner Christina A.3ORCID,Xu Ran4

Affiliation:

1. Department of Marketing and Management, School of Business State University of New York at Oswego Oswego New York USA

2. Department of Information Systems and Operations Management, College of Business Administration and Public Policy California State University, Domingeuz Hills Carson California USA

3. Department of Management and Marketing Duquesne University, Palumbo‐Donahue School of Business Pittsburgh Pennsylvania USA

4. Department of Allied Health Sciences University of Connecticut, College of Agriculture, Health, and Natural Resources Storrs Connecticut USA

Abstract

AbstractConsumers are choosing to purchase food products from retailers through online channels rather than brick‐and‐mortar channels. While online reviews play a crucial role in influencing online purchases, scant work has examined how consumers write reviews for food products. We argue that the nutritional value of the food is a key aspect of product performance and apply expectation‐disconfirmation theory to examine whether pre‐purchase expectations about a food product's nutritional value and disconfirmation of these expectations have a significant effect on online review content and linguistic characteristics. Using text‐mining approaches to analyze Amazon data, we find that pre‐purchase expectations, postpurchase performance, and disconfirmation regarding nutritional value affect both review content and linguistic characteristics, including review length, diversity, readability, subjectivity, and sentiment. While research suggests that postpurchase product performance is the main influence on online review writing behavior, this research shows that the pre‐purchase phase also plays a key role.

Publisher

Wiley

Subject

Marketing,Applied Psychology

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