What leads to online review helpfulness on e-commerce platform? Examining the moderating effect of high and low prices
نویسندگان
چکیده
Using signaling theory, this study unpacked the mechanisms through which online review information quality and reviewer credibility influence helpfulness, in e-commerce context. Conducting a survey with users Danang having read reviews on Shopee.vn, 244 valid responses were used to evaluate research model via PLS-SEM software. The found that of strongly influences helpfulness compared previous reviewers. Additionally, priced goods have moderating effect relationship between helpfulness; will be significant high-priced products. This makes theoretical contribution by elucidating impact review/reviewer product prices.
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ژورنال
عنوان ژورنال: The University of Danang - Journal of Science and Technology
سال: 2023
ISSN: ['1859-1531']
DOI: https://doi.org/10.31130/ud-jst.2023.532e