Evaluating key antecedents and consequences of the perceived helpfulness of online consumer reviews: A South African study

作者：

Highlights：

• Source credibility, product knowledge and perceived trust directly predict online consumer reviews (OCRs) helpfulness.

• OCRs’ perceived helpfulness mediates the link between source credibility and perceived trust to influence purchase intentions.

• Brand image negatively moderates the relationship between OCRs’ helpfulness and purchase intentions.

• Latent moderated SEM analysis is used to test the interaction effect.

摘要

•Source credibility, product knowledge and perceived trust directly predict online consumer reviews (OCRs) helpfulness.•OCRs’ perceived helpfulness mediates the link between source credibility and perceived trust to influence purchase intentions.•Brand image negatively moderates the relationship between OCRs’ helpfulness and purchase intentions.•Latent moderated SEM analysis is used to test the interaction effect.

论文关键词：Online consumer reviews,Emerging markets,eWOM,Source credibility,Perceived trust,Product knowledge,Brand image

论文评审过程：Received 9 May 2020, Revised 8 November 2021, Accepted 28 June 2022, Available online 1 July 2022, Version of Record 5 July 2022.

论文官网地址：https://doi.org/10.1016/j.elerap.2022.101172