Factors affecting online review helpfulness on e-commerce websites in Vietnam: A case of Tiki.vn

Abstract

Using the Tobit model, also known as a censored regression model, this study estimates the impact of online reviews’ characteristics on their helpfulness for consumers on Tiki.vn, an e-commerce platform. The results indicate that all features of online reviews suggested in the model have positive influence on the helpfulness of online reviews. Besides, this study explored the negative relationship between the length and the ratings of online reviews as well as the positive effect of the ratings on sentiment of online reviews. Accordingly, this research suggests some good and sound solutions for e-commerce managers, especially Tiki.vn.