TY - JOUR
T1 - Assessing the product review helpfulness
T2 - Affective-Cognitive evaluation and the moderating effect of feedback mechanism
AU - Li, Mengxiang
AU - Huang, Pu
N1 - Funding Information:
This paper is partially supported by the General Research Fund from Research Grants Council of the Hong Kong Special Administrative Region, China ( 12500118 ). It is also supported by the Faculty Research Grant from the Hong Kong Baptist University ( FRG2/17-18/077 ).
PY - 2020/11
Y1 - 2020/11
N2 - Product review length has been demonstrated as one of the key factors that influence the product review helpfulness. However, we have little knowledge of a deeper understanding on how consumers process the product review length to assess product review helpfulness. Anchoring on the human's affective-cognitive model of decision-making and the prominent coping approaches, this research revisits this key issue from consumers’ affect-oriented and cognition-oriented processing perspective. Our findings show that (1) consumers apply both the affect-oriented and cognition-oriented processing to assess the helpfulness of product review, (2) a significant inverted U-shape relationship between the review length and the review helpfulness, and interestingly, (3) such a relationship is further moderated by whether the product review author has provided a response to consumers’ comments. These findings not only provide further robust evidence to the consideration of both product review length and feedback, but also suggest a refinement of the underlying mechanism on how consumers process product review length to assess product review helpfulness.
AB - Product review length has been demonstrated as one of the key factors that influence the product review helpfulness. However, we have little knowledge of a deeper understanding on how consumers process the product review length to assess product review helpfulness. Anchoring on the human's affective-cognitive model of decision-making and the prominent coping approaches, this research revisits this key issue from consumers’ affect-oriented and cognition-oriented processing perspective. Our findings show that (1) consumers apply both the affect-oriented and cognition-oriented processing to assess the helpfulness of product review, (2) a significant inverted U-shape relationship between the review length and the review helpfulness, and interestingly, (3) such a relationship is further moderated by whether the product review author has provided a response to consumers’ comments. These findings not only provide further robust evidence to the consideration of both product review length and feedback, but also suggest a refinement of the underlying mechanism on how consumers process product review length to assess product review helpfulness.
KW - Affect-oriented processing
KW - Cognition-oriented processing
KW - Inverted U-shape relationship
KW - Product review author's response
KW - Product review helpfulness
KW - Product review length
UR - http://www.scopus.com/inward/record.url?scp=85089944186&partnerID=8YFLogxK
U2 - 10.1016/j.im.2020.103359
DO - 10.1016/j.im.2020.103359
M3 - Journal article
AN - SCOPUS:85089944186
SN - 0378-7206
VL - 57
JO - Information and Management
JF - Information and Management
IS - 7
M1 - 103359
ER -