The Influence of Overlooked Attributes in Merchants’ Promotion of Murder Mystery Games on Review Helpfulness

This study explores the impact of product attributes overlooked by merchants on the helpfulness of extreme rating reviews. The review helpfulness can directly drive product sales, therefore their research significance is significant. Existing literature mostly focuses on the relationship between the review helpfulness and factors such as product price and rating quantity, but pays less attention to the differences between merchant information and consumer reviews. This study takes Murder Mystery Games as an example, and uses signal theory and social influence theory, zero inflation negative binomial regression model, and latent semantic analysis to focus on analyzing extreme positive and negative reviews. The results indicate that specific product attributes ignored by merchants significantly affect the review helpfulness, and the interaction intensity plays a moderating role in this. The study offers insights to improve e-commerce platforms' review systems and user experience.