Predicting review helpfulness in the omnichannel retailing context: An elaboration likelihood model perspective

Abstract

As increasingly retail enterprises have adopted the omnichannel retailing strategy, both online-generated and offline-generated reviews should be considered to better understand the helpfulness of online reviews in the omnichannel retailing context. Drawing on the Elaboration Likelihood Model, the present study attempts to examine the impacts of review label volume, review content length, and review label-content relevance on review helpfulness in the omnichannel retailing context. The empirical data of 2,822 product reviews were collected from Suning.com. The results of Negative Binomial Regression showed that both central cue (review label-content relevance) and peripheral cue (review content length) positively affect review helpfulness. Specifically, the positive effect of review content length on review helpfulness will be stronger when the online review is submitted from an omnichannel retailer’s online store. On the contrary, the positive effect of review label-content relevance on review helpfulness will be weaker when the online review is generated from an omnichannel retailer’s online channel.

The Impact of Consumer’s Adaptation to the Creative Culture of Theme Parks on Review Usefulness

“…Mudambi and Schuff (2010) demonstrated that review usefulness is influenced by factors like review depth and product type, with extreme rating reviews being less useful for experience goods [38]. Zhang et al (2022) confirmed the positive effects of label-content relevance and content length on review usefulness [39]. Regarding reviewers, scholars have examined demographic characteristics such as gender and nationality, as well as the number of followers, profile image, reputation, and grade.…”