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Perceived helpfulness of eWOM: emotions, fairness and rationality
Ismagilova, Elvira Dwivedi, Y.K. Slade, E.
Ismagilova, Elvira
Dwivedi, Y.K.
Slade, E.
Publication Date
2020-03
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© 2019 Elsevier Ltd. All rights reserved. Reproduced in accordance with the publisher's self-archiving policy. This manuscript version is made available under the CC-BY-NC-ND 4.0 license.
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openAccess
Accepted for publication
01/02/2019
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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.
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Accepted manuscript
Citation
Ismagilova E, Dwivedi YK nad Slade E (2020) Perceived helpfulness of eWOM: emotions, fairness and rationality. Journal of Retailing and Consumer Services. 53: 101748.
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Article