Effect of construal level on the drivers of online-review-helpfulness

Abstract The purpose of this study is to explore the effect purchase context on relative importance drivers online review helpfulness and also psychological process behind it. This will help management team retailers create a better ranking system that considers context. Based theory helpful behavior, we propose review-helpfulness driven by characteristics such as diagnosticity vicarious expression in review, reviewer reviewer-trustworthiness. Moreover, following construal level theory, explain characteristics. Using four experimental studies, find that, at low construal, have higher than high while lower importance. current contributes literature application consumer behavior. proposes unique method reviews based consumers’ predicted state displaying them platforms. first paper explores impact review-helpfulness.