Marketing

Neuroscience

Social psychology

Helpfulness

Business

Advertising

Psychology

Consumer information

Consumer behaviour

Perception

Information & Management

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.

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