Predicting review helpfulness in the omnichannel retailing context: An elaboration likelihood model perspective

As increasingly retail enterprises have adopted the omnichannel retailing strategy, both online-generated and offline-generated reviews should be considered to better understand the helpfulness of online reviews in the omnichannel retailing context. Drawing on the Elaboration Likelihood Model, the present study attempts to examine the impacts of review label volume, review content length, and review label-content relevance on review helpfulness in the omnichannel retailing context. The empirical data of 2,822 product reviews were collected from Suning.com. The results of Negative Binomial Regression showed that both central cue (review label-content relevance) and peripheral cue (review content length) positively affect review helpfulness. Specifically, the positive effect of review content length on review helpfulness will be stronger when the online review is submitted from an omnichannel retailer’s online store. On the contrary, the positive effect of review label-content relevance on review helpfulness will be weaker when the online review is generated from an omnichannel retailer’s online channel.