Abstract

With the increasing of online reviews, information overload has become a major problem in online community. What makes a helpful online review when information overload exists? In this study, the research model is developed to examine the helpfulness of online consumer reviews when information overload exists. Information quality is measured by review length and pictures in the model. The result is showed the relationship between review length and review helpfulness is usually described as an inverted U curve. The impact of review length and picture review on helpfulness is stronger when information overload exists. The impact of is also stronger with negative reviews than without negative reviews. As a result, our findings help extend the literature on information diagnosticity within the context of information overload.

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