Consumer perceptions of information helpfulness and determinants of purchase intention in online consumer reviews of services

Raffaele Filieri, Fraser McLeay, Bruce Tsui, Zhibin Lin

Research output: Contribution to journalArticlepeer-review

173 Citations (Scopus)

Abstract

Online consumer reviews offer an unprecedented amount of information for consumers to evaluate services before purchase. We use the dual process theory to investigate consumer perceptions about information helpfulness (IH) in electronic word-of-mouth (eWOM) contexts. Results highlight that popularity signals, two-sided reviews, and expert sources (but not source trustworthiness) are perceived as helpful by consumers to assess service quality and performance. Although two-sided reviews exercise a significant influence on perceived IH, their influence on purchase intention was indirectly mediated by IH. IH predicts purchase intention and partially mediates the relationship between popularity signals, source homophily, source expertise, and purchase intention.

Original languageEnglish
Pages (from-to)956-970
Number of pages15
JournalInformation and Management
Volume55
Issue number8
DOIs
Publication statusPublished - Dec 2018

Keywords

  • Dual process theory
  • Electronic word of mouth
  • Perceived information helpfulness
  • Purchase intention
  • Services

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