Q1. What are the contributions in "Perceived helpfulness of ewom: emotions, fairness and rationality" ?
This paper extends existing research by examining how content of online reviews influences perceptions of helpfulness by demonstrating how different emotions can influence helpfulness of both product and service online reviews beyond a valence-based approach using cognitive appraisal theory and attribution theory. This research contributes to existing knowledge regarding the theory of information processing, attribution theory, and cognitive appraisal theory of emotions. Using findings from this study, practitioners can make review websites more user-friendly which will help readers avoid information overload and make more informed purchase decisions.
Q2. What are the future works in "Perceived helpfulness of ewom: emotions, fairness and rationality" ?
7. 1 Limitations and directions for future research Despite its contributions this study is not without limitations, and these limitations provide fruitful avenues for further research. As a result, future studies should empirically investigate how agency appraisal of emotions could influence helpfulness of online reviews. As this research focused on only one dimension of fairness ( price fairness ), future studies can consider other dimensions such as distributive fairness, procedural fairness, and interactional fairness, or a combination of these as suggested by Watson and Spence ( 2007 ). Hence, future research can consider the role of variables such as reviewer expertise, propensity to trust, and involvement.