Influência das características textuais e da expertise do avaliador na percepção de utilidade da avaliação online
aplicação de processamento de linguagem natural em comentários de hotéis brasileiros no TripAdvisor
DOI:
https://doi.org/10.7784/rbtur.v19.3065Palavras-chave:
Avaliação online, Características textuais, Processamento de linguagem natural, Plataforma digitalResumo
No ambiente digital, caracterizado pelo pseudonimato e a sobrecarga de informação, as plataformas digitais incentivam seus usuários a classificarem a utilidade das avaliações online (AO), promovendo a filtragem de informações relevantes, diminuição da sobrecarga cognitiva e promoção da veracidade das informações. Neste artigo, analisamos a influência do detalhamento, legibilidade, sentimento, apelo e adjetivação das AO e da expertise do avaliador na utilidade percebida. Para isto, foi conduzida uma pesquisa com 124.594 AO retiradas da plataforma TripAdvisor. As hipóteses foram testadas pelo modelo de regressão linear. Nossos achados revelam que a expertise do avaliador, a legibilidade e o detalhamento das avaliações online influenciam positivamente sua utilidade percebida, enquanto o sentimento tem um efeito negativo. A interação entre detalhamento, apelo emocional e adjetivação reforça essa utilidade, aumentando a confiança dos consumidores. Esses achados contribuem para entender melhor o comportamento do consumidor online, destacando como elementos textuais tornam as avaliações mais confiáveis e úteis para a tomada de decisão.
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