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A Study Of The Moderating Effect Of Product Type In Online Reviews Communities From An Elm Perspective

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online reviews communities have become important platforms for information search and purchase decisions in e-commerce. This paper, based on ELM and drawn from the perspective of information processing, discusses whether the factors of perceived helpfulness are different among search, experience and credence products. For this research, 7,315 valid online consumer reviews were collected from Amazon.com. The analyses result shows that the product type has a moderating effect on online reviews helpfulness. While the perceived helpfulness of search products is influenced by the central cues, both central and peripheral cues have significant effects on the perceived helpfulness of experience and credence products.