The hidden gems in online reviews: unraveling how the expressions of affective needs impact review usefulness

Recognizing the importance of affective fulfillment for contemporary customers, this study aims to investigate how the expressions of affective needs in online reviews impact review usefulness. Drawing on information processing theory, we proposed a framework based on big data analytics and econometrics to explore 469,202 online reviews. Empirical findings unveil that consumers' expressions of affective needs involve Service, Room, Decoration, Enhancement facility, and Location; both the affective needs presence and intensity regarding the first four attributes positively influence review usefulness. The expressions of functional needs have bigger impacts than that of affective needs regarding Room but smaller than Service, Enhancement facility, and Decoration. Hotel type moderates this relationship: the influence of affective need expressions is amplified in luxury (vs. economy) hotels, indicating that their customers crave more disclosure for affective needs. This study contributes to research on review usefulness and hospitality market segmentation. Practical implications for multiple stakeholders are discussed.