https://orcid.org/0000-0002-0287-206X
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ABSTRACT
This study examines whether the effect of trust cues, such as verified purchase badges and user-provided photos, on review helpfulness differs by review extremity, on which Sagan’s standard and the theory of confirmation bias suggest contradictory predictions. Adopting large empirical data with approximately 31 million online reviews from Amazon.com, this study finds that the effect of trust cues on review helpfulness is significantly larger for moderate reviews, although the difference is negated for highly helpful reviews, and the effect is more considerable for extremely positive reviews than extremely negative reviews. The findings also disclose that the effect is more substantial for extreme reviews on search products and those on tangible products, suggesting that the differential effect depends on product attributes.
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No potential conflict of interest was reported by the author(s).
Additional information
Notes on contributors
Hoon S. Choi
Hoon S. Choi is an assistant professor of the Department of Information Technology and Decision Sciences (ITDS) at the University of North Texas. He received his Ph.D. in Business Administration with a concentration in Information Technology at the University of Texas at San Antonio. His research interests include e-commerce, online reviews, digital video games, mobile apps, mobile payment, data analytics, and behavioural information security. Dr. Choi published his papers in the major business journals, such as Journal of Management Information Systems (JMIS), Decision Support Systems (DSS), Information Systems Frontiers, Electronic Markets, Journal of Consumer Marketing, and Journal of Computer Information Systems.