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When trust cues help helpfulness: investigating the effect of trust cues on online review helpfulness using big data survey based on the amazon platform

Author

Listed:
  • Hoon S. Choi

    (University of North Texas)

  • Steven Leon

    (Walker College of Business, Appalachian State University)

Abstract

Using a large, comprehensive dataset of nearly 31 million reviews in 26 product categories from Amazon.com, this study investigates the influence of trust cues on the helpfulness of online product reviews, which extant literature reached mixed conclusions. In addition, the effect of user-provided images on review helpfulness is examined by different product attributes. Based on extensive analysis of a large dataset, this study found that verified purchase badges and user-provided images significantly and positively influence review helpfulness. Additionally, the interaction of these trust cues, as well as the number of user-provided images positively influence review helpfulness. Further, this study suggests that the positive effect of user-provided images is more substantial for search products.

Suggested Citation

  • Hoon S. Choi & Steven Leon, 2025. "When trust cues help helpfulness: investigating the effect of trust cues on online review helpfulness using big data survey based on the amazon platform," Electronic Commerce Research, Springer, vol. 25(3), pages 1657-1684, June.
    • Handle: RePEc:spr:elcore:v:25:y:2025:i:3:d:10.1007_s10660-023-09726-0
    DOI: 10.1007/s10660-023-09726-0
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