Online Video Reviews Helpfulness: Exploratory Study

摘要

Online reviews assist consumers in making an informed purchase decision and they became a trusted source for product information. This study aims to investigate online video reviews on YouTube to understand what are the most commonly reviewed products and what are the factors of YouTube video reviews which contribute to review helpfulness. We use qualitative and quantitative techniques as research methodologies. The results show that major categories reviewed on YouTube are video games, movies, and technology. Exploratory factor analysis revealed four important factors that may determine online video review helpfulness which are review popularity, comments, video information, and review depth. A conceptual model is introduced based on the factor analysis. The study has significant implications to research as it provides new insights regarding the role of online video reviews in purchases decision making process.