Evaluating key antecedents and consequences of the perceived helpfulness of online consumer reviews: A South African study

This paper explores the relevant antecedents and outcomes of the perceived helpfulness of online consumer reviews (OCRs) among South Africans as an emerging market. The study draws on the dual-process theory of information processing to assess the relative influence of source credibility, product knowledge, social influence, and perceived trust and brand image as the drivers of OCRs helpfulness in explaining consumers' purchase likelihood. Based on an online survey of 239 South African consumers, and using structural equation modeling, the study found that the perceived helpfulness of OCRs fully mediate the relationship between source credibility and perceived trust to account for purchase intentions. Whereas product knowledge significantly influences OCRs, social influence does not. Importantly, that OCRs helpfulness exerts a moderating effect on brand image, influencing consumers' purchase intentions. Independently, the image of the reviewed brand influences the intention to buy such brands. The paper possesses vital implications for theory and practice.