Helpful online user review: More is less?

Qiwei Gan, Donald Jones, Qing Cao

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

Online review has been found to be import to online businesses. The sheer number of online reviews hinders websites users' ability to draw useful information from previous users. Thus, a helpfulness mechanism which facilitates users to locate the most helpful reviews adds value to websites. This paper explores the helpfulness of online review from a cognitive science perspective. Drawing upon cognitive load theory and source credibility heuristics cues, the paper develops a framework to understand the cognitive process of review readers to evaluate the helpfulness of a review. The study testes the proposed model using 2,371 actually reviews from a popular website. The results support the theoretical model. The distinct finding that is different from previous studies is an inverse "U-shaped" effect of word counts on review helpfulness. In addition, the study found an inverse "U-shaped" effect of readability on review helpfulness.

Original languageEnglish
Title of host publication18th Americas Conference on Information Systems 2012, AMCIS 2012
Pages3259-3266
Number of pages8
StatePublished - 2012
Event18th Americas Conference on Information Systems 2012, AMCIS 2012 - Seattle, WA, United States
Duration: Aug 9 2012Aug 12 2012

Publication series

Name18th Americas Conference on Information Systems 2012, AMCIS 2012
Volume4

Conference

Conference18th Americas Conference on Information Systems 2012, AMCIS 2012
CountryUnited States
CitySeattle, WA
Period08/9/1208/12/12

Keywords

  • Cognitive load
  • Helpfulness
  • Online user review
  • Readability
  • Source credibility

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  • Cite this

    Gan, Q., Jones, D., & Cao, Q. (2012). Helpful online user review: More is less? In 18th Americas Conference on Information Systems 2012, AMCIS 2012 (pp. 3259-3266). (18th Americas Conference on Information Systems 2012, AMCIS 2012; Vol. 4).