Examining Factors Affecting Online Review Helpfulness in the Context of Vietnam: The Role of Review Characteristic

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This paper explores a kind of electronic word-of-mouth (e-WOM), the online consumer review (OCR). It has increasingly become important sources of information that help consumers in their decision-making since flourished e-commerce. In the recent years, OCRs have become an important information source that allow consumers to search for detailed and reliable information by sharing past consumption experiences (Gretzel, 2011; Fesenmaier et al., 2008; Yoo & Gretzel, 2008). In a sense, E. Brynjolfsson et al. (2003) has found that 64% of the online shoppers spend 10 min or more reading reviews and 68% of the online shoppers read at least four product reviews before purchasing.
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Examining Factors Affecting Online Review Helpfulness in the Context of Vietnam: The Role of Review Characteristic

Tìm kiếm theo từ khóa liên quan:

Marketing in the Connected Age Electronic word of mouth (e-WOM) Online consumer reviews (OCRs) Online review helpfulness (ORH) Review rating Review length Review sentiment

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