earticle

영어

Drawing on the elaboration likelihood model, this study explores the antecedents of perceived review helpfulness focused on the argument quality consisting of emotional persuasion, topic relevance, and comprehensiveness. Controlling for the effect of source credibility, this study has found that three negative emotions significantly associated with perceived review helpfulness. Fear and sadness are found to positively affect perceived helpfulness with more emotional appeals. Also, this study highlighted the importance of topic relevance in information persuasion. Issue-relevant arguments could motivate one to scrutinize the details of a review and thus perceive it as helpful. Our study contributes to provide a theoretical basis for future study by including emotion as a predominant element of argument quality in the elaboration likelihood model. The findings could be applicable to further study on negativity bias within the online context. The findings also carry managerial implications that are discussed.