Helpfulness of online customer reviews for shopping goods and services: The perspective of signalling theory

Q2 Social Sciences International Social Science Journal Pub Date : 2023-10-20 DOI:10.1111/issj.12469

Giang Chu My, Yu‐Hsun Lin, Tram Dinh Thi Le, Quyen Phu Thi Phan, Thao Nguyen Van

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Abstract

Abstract To help customers get quality feedback from the huge number of online reviews, online retailers attempt to generate evaluations from consumers of how helpful product reviews are. Drawing on signalling theory, this study proposes a comprehensive model to examine the influence of factors related to the reviewer (signaller), the review (signal) and the users (readers of the signal) on online review helpfulness via e‐commerce sites and apps. This study also includes the moderating role of product categories (goods/services) in the model. Data were collected from 466 Vietnamese respondents. Using a Smart Partial Lease Square 3.0, the outcomes indicate that online review information quality, online reviewer information credibility and two dimensions of receivers (e.g. users’ attitudes towards information and information task‐fit) all have a significant influence on online review helpfulness; however, users’ need for information has no impact on the helpfulness of online reviews. Interestingly, the product type (goods vs services) has a moderating effect between online review information quality/attitude towards information and online review helpfulness. This study contributes significantly to signalling theory and online review helpfulness by comprehensively incorporating three attributes that are paramount to online reviews: the review, the reviewer and the users. Additionally, the information is enriched by the investigation of the moderating effect of product categories (goods vs services) on the context of online review helpfulness.

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网上顾客评论对购物商品和服务的有用性:信号理论的视角

为了帮助消费者从大量的在线评论中获得高质量的反馈，在线零售商试图从消费者那里获得产品评论的有用程度的评价。利用信号理论，本研究提出了一个综合模型，以检验与评论者(信号发送者)、评论者(信号)和用户(信号的读者)相关的因素对电子商务网站和应用程序在线评论帮助性的影响。本研究还包括产品类别(商品/服务)在模型中的调节作用。数据收集自466名越南受访者。使用智能部分租赁广场3.0，结果表明，在线评论信息质量、在线评论信息可信度和接受者的两个维度(如用户对信息的态度和信息任务适合度)都对在线评论的有用性有显著影响;然而，用户对信息的需求并不影响在线评论的有用性。有趣的是，产品类型(商品vs服务)在在线评论信息质量/对信息的态度和在线评论的有用性之间有调节作用。本研究通过综合考虑对在线评论至关重要的三个属性:评论、评论者和用户，对信号理论和在线评论有用性做出了重大贡献。此外，通过调查产品类别(商品与服务)对在线评论有用性的调节作用，丰富了信息。

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来源期刊

International Social Science Journal Social Sciences-Social Sciences (all)

CiteScore

1.90

自引率

0.00%

发文量

期刊介绍： The International Social Science Journal bridges social science communities across disciplines and continents with a view to sharing information and debate with the widest possible audience. The ISSJ has a particular focus on interdisciplinary and transdisciplinary work that pushes the boundaries of current approaches, and welcomes both applied and theoretical research. Originally founded by UNESCO in 1949, ISSJ has since grown into a forum for innovative review, reflection and discussion informed by recent and ongoing international, social science research. It provides a home for work that asks questions in new ways and/or employs original methods to classic problems and whose insights have implications across the disciplines and beyond the academy. The journal publishes regular editions featuring rigorous, peer-reviewed research articles that reflect its international and heterodox scope.