Abstract
Consumers use online reviews to help make informed purchase decisions. This paper extends existing research by examining how content of online reviews influences perceptions of helpfulness by demonstrating how different emotions can influence helpfulness of both product and service online reviews beyond a valence-based approach using cognitive appraisal theory and attribution theory. This research contributes to existing knowledge regarding the theory of information processing, attribution theory, and cognitive appraisal theory of emotions. Using findings from this study, practitioners can make review websites more user-friendly which will help readers avoid information overload and make more informed purchase decisions.
| Original language | English |
|---|---|
| Article number | 101767 |
| Journal | Journal of Retailing and Consumer Services |
| Volume | 53 |
| DOIs | |
| State | Published - Mar 2020 |
| Externally published | Yes |
Bibliographical note
Publisher Copyright:© 2019 Elsevier Ltd
Keywords
- Helpfulness
- Negative emotions
- Online review
ASJC Scopus subject areas
- Marketing
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