What Makes Consumer Perception of Online Review Helpfulness: Synthesizing the Past to Guide Future Research

Abstract

A growing body of academic research has aimed to investigate the helpfulness of online customer reviews (OCRs) given their prevalence and the need to better understand their appraisal mechanisms. However, past studies have applied varied methods and reported conflicting findings. This study aims to improve the understanding of the contributors to OCR helpfulness by synthesizing past studies on the topic. Based on a systematic literature review, a summary of the precursors to OCR helpfulness is provided. We decipher both the consistent and conflicting results and discuss the possible explanations for these mixed findings. By summarizing past studies, the review also points out possible directions for future research.