A Systematic Literature Reviews of Determinants of Online Customer Review (OCR) Performance in South Korea (2011–2024)

As the service industry digitalizes, online business becomes more active than offline.In online businesses, where physical products cannot be directly examined, new customers place significant importance on reviews from previous customers when making purchase decisions.This study investigates how online customer reviews (OCR) influence purchase intention and sales in online shopping.Numerous studies have been conducted on OCR; this study aims to comprehensively review existing domestic literature, focusing on key variables and results.For this purpose, we selected 31 empirical studies from 467 papers published in the Korea Citation Index (KCI) from 2011 to 2024, excluding those using text mining methods.The analysis was conducted using the vote-counting method, a systematic literature review approach.The conceptual framework for OCR was categorized into five dimensions: reviewer characteristics, review factors, receiver characteristics, channel factors, and OCR outcomes.We analyzed the relationship between major explanatory variables and OCR performance (outcomes) across these dimensions.The findings indicate that the conceptual framework for OCR performance includes reviewer factors, review factors (central and peripheral routes), receiver factors, and channel factors.Additionally, research has focused more on peripheral route variables than central route variables regarding review-specific factors.Finally, conflicting results were observed among studies that tested similar hypotheses.