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 proceedingpeer-review

    1 Citation (Scopus)


    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 publicationPACIS 2018 Proceedings
    EditorsMotonari Tanabu, Dai Senoo
    PublisherAssociation for Information Systems
    Number of pages14
    ISBN (Print)9784902590838
    Publication statusPublished - 26 Jun 2018
    Event22nd Pacific Asia Conference on Information Systems, PACIS 2018: Opportunities and Challenges for the Digitized Society - Are We Ready? - Yokohama, Japan
    Duration: 26 Jun 201830 Jun 2018

    Publication series

    NamePacific Asia Conference on Information Systems


    Conference22nd Pacific Asia Conference on Information Systems, PACIS 2018
    Internet address

    Scopus Subject Areas

    • Information Systems

    User-Defined Keywords

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


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