The internet has transformed how people access information and engage with others, leading to the prevalence of online activities and social media interactions. Online platforms have become vital sources for sharing experiences and opinions through online reviews, but the abundance of reviews presents challenges for consumers in identifying reliable and helpful information. This study investigates the impact of emotional reviews, including positive and negative emotions, and three specific negative emotions (anger, anxiety, and sadness), on perceived review helpfulness. Using 279,063 online reviews from Yelp, the study analyzes the main effects of emotional reviews and the moderating influence of restaurant prices on perceived review helpfulness. The findings suggest that negative emotional reviews are perceived as more helpful by consumers, while positive emotional reviews are perceived as less helpful. Among the three discrete negative emotions, only sadness has a significant negative impact on review helpfulness. Furthermore, the study reveals that restaurant prices moderate the relationship between emotional reviews and perceived helpfulness. Positive emotional reviews and sadness expressions are perceived as less helpful in medium- and high-priced restaurants, while negative emotional reviews are considered more helpful in these contexts. The study contributes both theoretically and managerially, providing valuable insights for review platforms, reviewers, and restaurants. Overall, this study advances the understanding of emotional reviews' influence and provides practical strategies to improve the consumer decision-making process and user experience on online review platforms.

List of Figure ................................................................................................................................. 4 List of Tables ................................................................................................................................. 4
1. Introduction............................................................................................................................... 5
2. Literature Reviews.................................................................................................................. 17
2.1 Review Helpfulness ..................................................................................................... 17
2.2 Two Classification Perspectives of Emotional Review ............................................ 18
2.2.1 Dimensional Emotion Framework ............................................................................ 19
2.2.2 Discrete Emotional Framework ................................................................................ 21
2.3 Price Level ......................................................................................................................... 23
3. Research Framework and Hypotheses.................................................................................. 29
3.1 Valence-dimension Emotional Reviews on Review Helpfulness............................. 29
3.2 Discrete Negative Emotional Reviews on Review Helpfulness ............................... 31
3.3 Impact of Restaurants’ Prices on The Relationship Between Emotional Reviews
and Perceiving Review Helpfulness....................................................................................... 33
4. Methodology ............................................................................................................................ 40
4.1 Data Collection ............................................................................................................ 40
4.2 Variables Measurement.............................................................................................. 42
4.2.1 Dependent Variable .................................................................................................. 42
4.2.2 Independent Variables .............................................................................................. 44
4.2.3 Moderating Variable ................................................................................................. 46
4.2.4 Control Variables ...................................................................................................... 48
4.2.3 Linear Regression Model .......................................................................................... 51
5. Results ...................................................................................................................................... 53
6. Discussion................................................................................................................................. 62
6.1 Theoretical Contributions .......................................................................................... 64
6.2 Managerial Implications ............................................................................................ 66
6.3 Limitations and Future research ............................................................................... 76
7. Conclusion ............................................................................................................................... 83
8. References ................................................................................................................................ 92

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