What Determines Customers’ Evaluation of Online Reviews? the Role of Review and Product Characteristics

Simon Quaschning , Ghent University, Belgium
Mario Pandelaere, Ghent University, Belgium
Iris Vermeir, Ghent University, Belgium
Online reviews play an important role in the uncertainty reduction efforts of customers. In this study we investigate which factors influence the customers’ evaluation of online reviews and prove that both product and review characteristics play a role in the perceived helpfulness.
[ to cite ]:
Simon Quaschning , Mario Pandelaere, and Iris Vermeir (2011) ,"What Determines Customers’ Evaluation of Online Reviews? the Role of Review and Product Characteristics", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.