When purchasing online, consumers often rely on online reviews to evaluate product quality prior to making a purchase decision. Prior studies have used review helpfulness, i.e., “how helpful consumers find online reviews in facilitating their decision-making process,” to explain the effect of online reviews on consumer’s purchase behaviors, to assess the value of online reviews. Despite substantial research findings on the antecedents of review helpfulness, the impact of review helpfulness on consumer behavior is inadequately explained. This lack may be due to limitations of the helpfulness construct itself. In this paper, we assess the review helpfulness construct and propose an innovative construct, review utility, to better study how online reviews can affect consumer behaviors.
|Publication status||Submitted - 2022|
- Online review
- Review helpfulness
- Review utility
- Consumer behaviour