Subjective perception patterns of online reviews: A comparison of utilitarian and hedonic values

•This study aims to identify the differences in the patterns of the perceptions toward the utilitarian and hedonic values of online reviews.•This study develops a conceptual model that comprises three factors related to online reviews.•2,616 cases collected from Yelp.com were analyzed by using the fsQCA approach.•The four patterns of perceptions toward the utilitarian value of online reviews were derived by applying Hermann's brain dominance model.•The three patterns of perceptions toward the hedonic value of online reviews were extracted.