Given consumers’ limited information processing capacity, how to alleviate information overload has drawn academic attention recently in the context of online market. Although extant research has provided evidence on the association between review quantity/review quality and review helpfulness, few studies examined the interplay between review quantity and review quality from a cognitive load perspective. Based on dual process theory and information processing theory, our study discusses how System 1 and System 2 jointly process review quantity (i.e., word count) and review quality (i.e., attribute count). Analyzing the dataset collected from JD.com, our results show that: (1) review quantity positively relates to review helpfulness; (2) review quality positively relates to review helpfulness; (3) the interplay between review quantity and review quality on review helpfulness is negative. Our empirical results provide significant practical and theoretical implications.
Wang, Yuqiu and Li, Kai, "Exploring the Interplay between Review Quantity and Review Quality: A Cognitive Load Perspective" (2022). PACIS 2022 Proceedings. 8.
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