Will reviewer recommendation source and cured status bias review helpfulness in online health community?

Purpose Online reviews in online health communities (OHCs) have been a vital information source for patients. The extant literature on the bias effects of helpful reviews mainly concentrates on traditional e-commerce, whereas research on OHCs is still rare. Thus, based on the heuristic-systematic model (HSM), this research explores how two unique reviewer characteristics in OHCs, which may induce attribution bias and confirmation bias, affect review helpfulness and how review length moderates these relationships. Design/methodology/approach This research analyzed 130,279 reviews collected from haodf.com (one of the representative OHCs in China) by adopting the negative binomial regression to test our research model. Findings The results indicate that reviewer cured status positively influences review helpfulness, whereas reviewer recommendation source negatively affects review helpfulness. Moreover, the effects of the two reviewer cues on review helpfulness will be weaker for longer reviews. Originality/value First, as one of the initial attempts, the current study investigates the effects of confirmation bias and attribution bias of online reviews in OHCs by exploring the effects of two unique reviewer characteristics on review helpfulness. Second, the weakening moderating effects of review length on the two bias effects provide empirical support for the theoretical arguments of the HSM in OHCs.