] argued that review helpfulness can be used interchangeably with review usefulness. These different defiitions and concepts prevent
readers from comprehending the actual meaning of review helpfulness; thus,
how a consumer perceives a review as helpful is not clearly understood.
Drawing on research on helpful behavior, we theorize that review helpfulness
is a formative construct consisting of perceived source credibility, perceived
content diagnosticity, and perceived vicarious expression. This new conceptualization confims most of the components identifid in prior research (see
Appendix A) as well as provides a comprehensive and foundational concept
for future research