The Impact Of Additional Comment Types On The Perceived Usefulness Of Comments

Adding comments as one of the online reviews is one of the important channels for consumers to obtain product information in an online shopping environment.Whether the additional reviews are the same as the the direction of the initial review,additional reviews can be divided into consistent additional reviews and contradictory additional reviews.Different types of additional reviews have different perceived usefulness,and consumers also have different perceived usefulness when they purchase different types of products as well as different buyers use different types of additional reviews.At present,domestic and foreign scholars have carried out much research on the role and influence of the initial reviews,but there are still few studies on the impact of additional reviews types.This paper uses empirical methods to study the impact of additional review types on consumers' willingness to purchase.Firstly,this paper refines and sorts related literature from online comments,additional comments,comment perceived usefulness,product types,cognitive needs,attribution theory and elaboration likelihood model to establish the research model of this paper and propose some relevant hypotheses.Meanwhile,the various constructs in the model are deeply understood,and the corresponding measurement items are designed.Later,this study conducts a pretest of product type to determine the hedonic and functional experimental products(perfume and sports bracelet).The final questionnaire is formed on the basis of multiple revisions.Finally,284 valid questionnaires are processed by descriptive statistical analysis,reliability analysis and validity analysis,and the questionnaire data are empirically analyzed by ANOVA,Student's t test of independent sample,correlation analysis,etc.The results of the analysis show that contradictory additional reviews have a greater impact on consumer perceived usefulness than consistent additional reviews.When purchasing functional products,contradictory additional reviews have a greaterimpact on consumer perceived usefulness than consistent additional reviews;however,when purchasing a hedonic product,the difference between the two is not significant.For consumers with high cognitive needs,contradictory additional reviews have a greater impact on consumer perceived usefulness than consistent additional reviews;but for consumers with low cognitive needs,the difference between the two is not significant.Consumers with low cognitive needs,perceived usefulness of consistent additional reviews is higher when purchasing hedonic products compared with functional products.Consumers with high cognitive needs,perceived usefulness of contradictory additional reviews is high when purchasing functional products compared with the hedonic products.According to the experimental results,this study not only enriches the boundary conditions for the usefulness of additional reviews,but also helps consumers to find useful information efficiently.At the same time,it provides some inspiration for merchants to use additional reviews to carry out marketing management activities and e-commerce platform to perfect review system.