TY - GEN
T1 - Understanding the determinants of online consumer review helpfulness in social networking service context
AU - Cao, Cong
AU - Yan, Jun
AU - LI, Mengxiang
N1 - Funding Information:
The research described in this paper was supported by a grant from the State Schlarsohip Fund bChyina Scholarship Council (File No. 200103and 1a0gan48rfrot)2thm0Ineernattional Postgraduate Tuition Award by the University of Wollon, Agustraloia. ng
Funding Information:
The research described in this paper was supported by a grant from the State Scholarship Fund by China Scholarship Council (File No. 201308200014) and a grant from the International Postgraduate Tuition Award by the University of Wollongong, Australia.
PY - 2018
Y1 - 2018
N2 - 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.
AB - 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.
KW - Behavioral intention
KW - Information helpfulness
KW - Online consumer review
KW - Social networking service
UR - http://www.scopus.com/inward/record.url?scp=85089209833&partnerID=8YFLogxK
M3 - Conference contribution
AN - SCOPUS:85089209833
T3 - Proceedings of the 22nd Pacific Asia Conference on Information Systems - Opportunities and Challenges for the Digitized Society: Are We Ready?, PACIS 2018
BT - Proceedings of the 22nd Pacific Asia Conference on Information Systems - Opportunities and Challenges for the Digitized Society
A2 - Tanabu, Motonari
A2 - Senoo, Dai
PB - Association for Information Systems
T2 - 22nd Pacific Asia Conference on Information Systems - Opportunities and Challenges for the Digitized Society: Are We Ready?, PACIS 2018
Y2 - 26 June 2018 through 30 June 2018
ER -