Assessing the product review helpfulness: Affective-Cognitive evaluation and the moderating effect of feedback mechanism
Authors: Li, Mengxiang; Huang, Pu
Journal: Information & Management (2020)
Product review helpfulness, which is represented by the votes from consumers who assess whether a particular product review is helpful for facilitating consumers’ online shopping decision, has been demonstrated as one of the key research topics in the digital commerce context [1]. Online product review is an indispensible information source that may provide useful information to consumers to process [2]. Consumers could retreive useful information from either the review content or the communicative interaction between product review author and other consumers in the form of posting comments attached to the focal product review. On the basis of processing of information retrieved from product review, consumers then evaluate whether the product review is helpful or not. In this regard, consumers’ evaluation of product review helpfulness is a decision-making behavior with the processing of information from product review. Both researchers and practitioners alike have strong interests to understand what factor influences consumers assessment of product review helpfulness and how such an impact happens?