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Kong, Juan 2024-04-19T13:52:56Z 2024-04-19T13:52:56Z 2023-04-24 Juan Kong, Chen Lou (2023) Do cultural orientations moderate the effect of online review features on review helpfulness? A case study of online movie reviews, Journal of Retailing and Consumer Services, Volume 73,103374, ISSN 0969-6989, https://doi.org/10.1016/j.jretconser.2023.103374. (https://www.sciencedirect.com/science/article/pii/S0969698923001212) 0969-6989 10.1016/j.jretconser.2023.103374 https://hdl.handle.net/20.500.14352/103260 1873-1384 https://doi.org/10.1016/j.jretconser.2023.103374 https://www.sciencedirect.com/science/article/pii/S0969698923001212 The perceived helpfulness of online product reviews plays a critical role in consumers’ decisions in e-commerce. In this context, based on the literature on information processing and cultural effects, this study explored the role of review features in the perceived helpfulness of online movie reviews. A cross-cultural investigation (i.e., China cf. the United States (US)) was employed to identify high-vs. low-context cultural orientation and uncertain avoidance orientation as moderators. The results reveal that review length, timeliness, title sentiment, and emotional expressions are significant predictors of helpfulness for consumer reviews in China and the US. In addition, cultural differences between the two countries, that is, high-vs. low-context culture and uncertainty avoidance, moderated the relationships between review length, timeliness, title sentiments, and review helpfulness. eng http://creativecommons.org/licenses/by-nc-nd/4.0/ open access Attribution-NonCommercial-NoDerivatives 4.0 International Do cultural orientations moderate the effect of online review features on review helpfulness? A case study of online movie reviews journal article