Exploring the influence of emotionality and expertise on online wine reviews: does greater knowledge lead to less review?

Wen Chang · Anyu Liu · Jie Sun

5 citations0/0 files storedInternational Journal of Contemporary Hospitality Management

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Wine Industry and Tourism Digital Marketing and Social Media Consumer Behavior and Marketing Influence

Abstract

Purpose Wine producers and marketing professionals increasingly recognize the significance of online wine reviews. Emotions have long been acknowledged as influential in online review behaviors. However, considering the multisensory nature of the wine experience, consumers’ wine expertise also plays a substantial role. Hence, this study aims to examine the online review behaviors exhibited by wine consumers through the dual lens of wine expertise and emotionality. Design/methodology/approach Two studies were conducted to address the research question. Study 1 explored the relationship among expertise, emotionality and review behaviors using a panel data model, with a data set consisting of 4,600,922 reviews from Vivino.com. Study 2 used a multigroup structural equation modeling (SEM) analysis using data obtained from an online survey. Study 2 aimed to investigate the interactive impact of emotionality and expertise on online review intention mediated by customer engagement. Findings The findings from Study 1 demonstrated a positive correlation between emotionality and online wine reviews. In addition, expertise displayed a bell-shaped relationship with both emotionality and online wine reviews. Study 2, in turn, uncovered that novices and experts experienced a direct influence of emotionality on their review intentions. In contrast, for those classified as ordinary, the influence of emotionality on review intention occurred indirectly through the mediation of customer engagement. Originality/value This paper extends the current literature on online wine review by integrating the effect of emotion and expertise on online wine review behaviors, expanding the examination of Dunning–Kruger effect in the wine literature. It also adds value by introducing emotionality and the Evaluative Lexicon into the hospitality literature, extending the measurement of emotion from valence and extremity to a third dimension, emotionality, in hospitality and wine domains.

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References

1999Unskilled and unaware of it: How difficulties in recognizing one's own incompetence lead to inflated self-assessments.1982Hedonic Consumption: Emerging Concepts, Methods and Propositions 1987Dimensions of Consumer Expertise 2010Customer Engagement Behavior: Theoretical Foundations and Research Directions 1998Customer Satisfaction and Word of Mouth 2016Customer engagement: the construct, antecedents, and consequences 2008Effectual versus predictive logics in entrepreneurial decision-making: Differences between experts and novices 2000Knowledge Calibration: What Consumers Know and What They Think They Know

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