Understanding the determinants of online consumer review helpfulness in social networking service context

Cong Cao, Jun Yan, Mengxiang LI

Research output: Chapter in book/report/conference proceedingConference contributionpeer-review

Abstract

Consumers are unclear about how to process and identify helpful information despite the fact that the popularization of the social network service (SNS) enhances the information acquisition of consumers and help them reduce uncertainties and risks in online shopping. With the Theory of Planned Behavior (TPB) and the online trust model as the theoretical underpinnings, we identify relevant factors and framework that influence the helpfulness of online consumer reviews (OCRs) in the SNS environment, that is, the accuracy, completeness, currency and format of information and the trustworthiness of reviewers. The analysis results of 221 samples through applying the partial least squares structural equation modeling (PLS-SEM) indicate that the accuracy and completeness of information are the most influential factors. The currency has no significant influence on the helpfulness. This research extends the application of the OCR helpfulness in the SNS environment and therefore can be used as reference for enterprise's online marketing.

Original languageEnglish
Title of host publicationProceedings of the 22nd Pacific Asia Conference on Information Systems - Opportunities and Challenges for the Digitized Society
Subtitle of host publicationAre We Ready?, PACIS 2018
EditorsMotonari Tanabu, Dai Senoo
PublisherAssociation for Information Systems
ISBN (Electronic)9784902590838
Publication statusPublished - 2018
Event22nd Pacific Asia Conference on Information Systems - Opportunities and Challenges for the Digitized Society: Are We Ready?, PACIS 2018 - Yokohama, Japan
Duration: 26 Jun 201830 Jun 2018

Publication series

NameProceedings of the 22nd Pacific Asia Conference on Information Systems - Opportunities and Challenges for the Digitized Society: Are We Ready?, PACIS 2018

Conference

Conference22nd Pacific Asia Conference on Information Systems - Opportunities and Challenges for the Digitized Society: Are We Ready?, PACIS 2018
Country/TerritoryJapan
CityYokohama
Period26/06/1830/06/18

Scopus Subject Areas

  • Information Systems

User-Defined Keywords

  • Behavioral intention
  • Information helpfulness
  • Online consumer review
  • Social networking service

Fingerprint

Dive into the research topics of 'Understanding the determinants of online consumer review helpfulness in social networking service context'. Together they form a unique fingerprint.

Cite this