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.
Cao, Cong; Yan, Jun; and Li, Mengxiang, "Understanding the Determinants of Online Consumer Review Helpfulness in Social Networking Service Context" (2018). PACIS 2018 Proceedings. 200.