The effect of review content richness on product review helpfulness: The moderating role of rating inconsistency

•First, our study proposes a measurement of the information quantity of review content, that is, review content richness.•Second, our study enriches information quantity of the review content and review helpfulness literature from a nonlinear perspective.•Third, our study discusses the heterogeneous effects of review content richness on review helpfulness under positive and negative rating inconsistencies.