What leads to online review helpfulness on e-commerce platform? Examining the moderating effect of high and low prices

https://doi.org/10.31130/ud-jst.2023.532E

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Author

  • Chu My Giang
    The University of Danang - University of Economics, Danang, Vietnam
    Dinh Thi Le Tram
    The University of Danang - University of Economics, Danang, Vietnam
    Phan Thi Phu Quyen
    The University of Danang - University of Economics, Danang, Vietnam
    Nguyen Van Thao
    The University of Danang - University of Economics, Danang, Vietnam

Từ khóa:

Review information quality
Reviewer information credibility
Online review helpfulness
low-high price

Tóm tắt

Using signaling theory, this study unpacked the mechanisms through which online review information quality and reviewer information credibility influence online review helpfulness, in e-commerce context. Conducting a survey with users in Danang having read online reviews on Shopee.vn,
244 valid responses were used to evaluate the research model via PLS-SEM software. The study found that the information quality of online reviews strongly influences the helpfulness of online reviews compared to the information credibility of previous reviewers. Additionally, priced goods have a moderating effect on the relationship between online information credibility and online reviews helpfulness; and that relationship will be significant in high-priced products. This study makes a theoretical contribution to online reviews by elucidating the mechanisms of impact of review/reviewer information on reviews helpfulness and the moderating effect of product prices.

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Jun 30, 2023
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Giang, C. M., D. T. L. Tram, P. T. P. Quyen, và N. V. Thao. “What Leads to Online Review Helpfulness on E-Commerce Platform? Examining the Moderating Effect of High and Low Prices”. Tạp Chí Khoa học Và Công nghệ - Đại học Đà Nẵng, vol 21, số p.h 6.1, Tháng Sáu 2023, tr 104-9, doi:10.31130/ud-jst.2023.532E.

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