Perceived helpfulness of eWOM: Emotions,fairness and rationality |
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| Institution: | 1. Marketmind GmbH, Porzellangasse 32, 1090, Vienna, Austria;2. Vienna University of Economics and Business, Institute for International Marketing Management, Welthandelsplatz 1, 1020 Vienna, Austria;3. Carlson School of Management, University of Minnesota, International Marketing, 321 19th Avenue South, Minneapolis, MN 55455, United States;1. Edge Hill University, Business School, St Helens Rd., Ormskirk, Lancashire L39 4QP, U.K.;2. Wilfrid Laurier University, Lazaridis School of Business & Economics, 75 University Avenue West, Waterloo, Ontario, N2L 3C5, Canada |
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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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| Keywords: | Online review Helpfulness Negative emotions |
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