| Consumer online shopping is a complex process in which most consume rs collect user reviews before shopping to reduce their risk of online shoppin g.With the increasing number of additional online reviews,the dynamic relat ionship between the online reviews and the additional online reviews further increases the complex process of consumers' analysis of reviews and the valu e of perceived reviews.What is the consistent or inconsistent form of review s and additional reviews,which one can help the consumer to perceive the v alue of the reviews?What's more,when the buying behavior occurs in the n ear and long term,what kind of reviews form will the consumer think more useful(in the form of consistent additional reviews or in the form of incon sistent additional comments)?Is the perceived usefulness of the reviews the sa me as when the buyer buys the goods for himself when compared to buying goods for others?And,when consumers perceive the usefulness of online rev iews the above factors are likely to have an impact on them at the same ti me.At present,there are few studies on the influence of these factors on the perceived usefulness of online reviews,and there are inconsistent views.The development of e-commerce needs to provide a corresponding suggestion by strengthening the psychological distance and the impact of online commentar y on the impact of consumer perceived usefulness.The development of e-com merce needs to provide a corresponding suggestion by strengthening the stud y of the effects of psychological distance and online reviews on the perceive d usefulness.What factors affect the usefulness of online reviews?This issue has aro used great concern in academia,and the existing research has focused on the number,quality and potency of the initial online reviews.In recent years,s ome scholars have begun to pay attention to the importance of additional onl ine,reviews.These studies have made a lot of research results,but there are still some aspects of the following deficiencies,for this article provides a re search direction:(1)There is not much research on the dynamic relationship between add itional and initial reviews.Previously,the study of perceived usefulness of on line reviews did not distinguish between the first and additional reviews,and there was not much research on the dynamic changes between the initial an d the additional reviews.This paper focuses on the role of additional online reviews,from the degree of consistency(consistent or inconsistent)between t he additional reviews and the initial reviews on the validity of the online rev iews,and to expand the existing research on the usefulness of online review s.(2)There are differences in the role of the existing research on the usef ulness of the additional comment and the first comment in the perception of the usefulness of the comment.There is a disagreement over the role of ad ditional reviews and initial reviews consistency in the usefulness of perceived reviews.Some scholars believe that the comments on the form of inconsisten t additional reviews is more useful,and some scholars agree that the additio nal reviews are consistent or inconsistent does not affect consumption percept ion of the usefulness of the reviews.The reason for this argument is that ther e is no boundary condition that considers the impact of consistency on the u sefulness of the review.(3)Not fully consider the psychological factors when consumers are pro cessing commentary information.In real life,the future purchase behavior an d online gifts behavior has been more common.In real life,future buying be havior and online gift giving are more common,whether the focus of the co nsumer's attention will change,and what is the psychological change mechani sm of the consumer's comment on the information processing,which is relev ant to the online reviews of the literature is not much.Therefore,the core of this study is:whether the impact of additional re views on the usefulness of the online reviews is subject to psychological dist ance adjustment?Mainly include the following aspects::(1)Under the adjustment of time distance,the effect of additional online reviews inconsistency on perceived usefulness of review;(2)Under the adjustment of social distance,the effect of additional onli ne reviews inconsistency on perceived usefulness of review;(3)Under the interaction of time distance and social distance,the effect of additional online reviews inconsistency on perceived usefulness of review.Based on the theory of psychological distance,information processing th eory and cognitive maladjustment theory,this paper constructs the theoretical model of additional online reviews inconsistency,psychological distance(time distance and social distance)and online reviews usefulness.The questionnair e was collected by the network consumers,and the collected data were analy zed by SPSS 20.0 software.Through the empirical analysis of 450 samples,the following conclusions are drawn:(1)The time distance plays a moderating role in the effect of inconsiste nt additional reviews on perceived usefulness of review.When the consumer f aces the consumption of the longer time,that is,the time is far away,the f orm of consistent additional review does not have a greater impact on the us efulness of the reviews than the inconsistent additional reviews.On the contra ry,the consistent additional review on perceived usefulness of review will be greater impact.(2)The social distance plays a moderating role in the effect of inconsist ent additional reviews on perceived usefulness of review.When consumers buy goods for others,that is,when the distance is far from,the perception of th e usefulness of the comment is more influenced by the inconsistent additiona l,and vice versa.(3)The the interaction of time distance and social distance plays a mod erating role in the effect of inconsistent additional reviews on perceived usef ulness of review.Time distance and social distance to produce interaction,the role of this superposition in the same direction,has a positive effect on the usefulness of the reviews,rather than the opposite effect.Based on the above conclusions,this paper makes the following recomm endations:(1)For the business,the first,we must pay attention to the initial onlin e reviews and additional online reviews collection and management,and mak e them reasonable;Second,although the time distance and social distance of the different reasons produced by the consumer itself,but the business can also change the consumer's perception of time distance and social distance,s o as to grasp the initiative;Third,the business not only to the online review s on a reasonable arrangement,but also pay attention to the page display ski 11s.Guide the change of consumer's perception of time distance and social dis tance,to meet the needs,and increase the purpose of income.(2)For consumers,the first,consumers in the purchase of goods to focu s on the use of additional reviews to determine the quality of goods and sell ers services;second,when the consumer is more urgent or for their own rela tively close to purchase goods,who should strive to reduce External pressure,and combined with their own awareness and needs to choice and use of val uable information for their own decision-making. |
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