Perceived helpfulness of eWOM: Emotions, fairness and rationality

Elvira Ismagilova, Yogesh K. Dwivedi and Emma Slade

Journal of Retailing and Consumer Services, 2020, vol. 53, issue C

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.

Keywords: Online review; Helpfulness; Negative emotions (search for similar items in EconPapers)
Date: 2020
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Citations: View citations in EconPapers (20)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:53:y:2020:i:c:s0969698918309767

DOI: 10.1016/j.jretconser.2019.02.002

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