モリカワ　ミユキ   森川　美幸    所属   メディア学部 メディア学科    職種   准教授
言語種別	英語
発行・発表の年月	2019/07
形態種別	国際会議論文
査読	査読あり
標題	国際学会カンファレンスプロシーディング NOT reviewing the movie, but reviewing other reviews: Effective online movie reviews in Japan, a country with high uncertainty-avoidance behaviour
執筆形態	単著
掲載誌名	Academy of Marketing Conference 2019 Proceedings
掲載区分	国外
出版社・発行元	Academy of Marketing
著者・共著者	Miyuki Morikawa
概要	In this era of the Internet, online user reviews are becoming increasingly important to consumers when they choose products to buy. It is a phenomenon experienced with not only goods and services but also entertainment products such as books, music, video games and movies. Not every user review is, however, considered influential among consumers. To describe the characteristics that distinguish ‘useful’ reviews from ‘useless’ reviews, this study focuses on online movie reviews posted on Yahoo! Japan Movies, one of Japan’s most popular movie websites which posts a usefulness counter with each review. This research demonstrates three principal characteristics are common to ‘useful’ reviews: a) a longer text; b) references of other reviews; and c) a high level of verbal expressiveness. From the perspective of Hofstede’s cultural dimensions theory, it is reasonable that longer, informative texts with rich expressions are preferred by consumers from cultures with high uncertainty-avoidance scores such as in Japan. Japan’s potential moviegoers are, however, motivated by reviews reviewing other reviews, even if some comments are very negative to the movie. This study suggests consumers from cultures showing high uncertainty-avoidance sometimes have reverse preferences.