Research On Information Quality Perception Of Online Reviews

With the rapid development of information technology in the Internet era,e-commerce transaction models and online services have swept the world.In the process of e-commerce transactions,it has become normal for users to rely on electronic word-of-mouth to make shopping decisions.However,with the continuous increase of user-generated contents,online reviews,as one of the forms of user-generated contents,are also increasing in number,and the problem of information overload is gradually emerging.The emergence of a large number of online reviews will lead to higher cost of user information search,and consumers are less efficient at making decisions,so it becomes increasingly difficult to find valuable information in a timely and accurate manner from a large number of reviews.Due to the differences in individual and task characteristics of users,it is difficult to agree on the user's cognition level and information processing mode.The perception of online review information quality is highly subjective.Therefore,it is a greater challenge to find further high-quality review information that can meet the user's perceived needs from a large number of reviews.This study takes online reviews of e-commerce shopping websites as the research object,and takes the online review information quality perception as the research core.It is mainly intended to solve the following problems:1.From the perspective of information processing,a model for perception mechanism of online review information quality is constructed;2.Applying the theory of information richness,the article tests the three influence factors of information richness,emotional polarity,and product type at different levels,and each influence factor has different influence directions on the perception of online review information quality;3.Based on Yale attitude change model and clue utilization theory,from the aspects of the media of review information,the content of the review information,and the source of the review information,combined with the recipients of the review information,an evaluation index system of online review information quality perception is constructed;4.The article uses natural language processing and other related technologies to deeply analyze the semantic content and emotional intensity of online reviews,and quantified the evaluation indicators to achieve the evaluation and analysis of the quality of real review information;5.Based on the S-O-R framework,the path relationship between the perception of online reviews at the information level and the purchase intention at the user behavior level is revealed.Based on the above issues,this article first studies the perception mechanism of online review information quality,then analyzes the influencing factors of online review information quality perception,and then constructs an evaluation index system of online review information quality perception.An actual evaluation and analysis of real online review data of related websites is conducted.Finally,the internal realization path from online review information quality to purchase intention is revealed.This paper comprehensively uses the information richness theory,Yale attitude change model,clue utilization theory,and stimulus-organism-response framework,combined with multivariate analysis of variance,hierarchical cluster analysis,principal component analysis,fuzzy comprehensive evaluation,and partial least squares method,as well as natural language processing techniques of keyword extraction,dependency syntax analysis and sentiment analysis,to study the perceived quality of online reviews.The research details are as follows:The first chapter elaborates the research background and research significance of the topic selection of online review information quality perception research,and then systematically sorts out and reviews the current research status at home and abroad,and determines the research content,research method,research technology route and research innovation point of this article.The second chapter firstly defines the related concepts of online reviews and information quality,and then introduces the relevant theories and models,statistical analysis methods,and natural processing techniques involved in the study of this article.The third chapter analyzes the concept and key features of the perception of online review information quality,and divides the elements of online review information quality perception into subjective elements,object elements,platform elements,and environmental elements.From the perspective of information processing,the five stages of online review information acquisition,information cognitive processing,information quality evaluation,internal attitude formation,and external behavior response are analyzed.The situational factors that affect information cognitive processing are analyzed,including the demographic characteristics of the information recipients and task characteristics.The article clarifies the path relationship between the various stages,and then builds an online review information quality perception mechanism model.The research in this chapter lays a solid theoretical foundation for the full text and is the core theoretical research framework of the full text.The fourth chapter focuses on the theory of information richness,combined with emotional polarity and product types,and uses a research method combining experiments and questionnaires to design a system prototype to simulate the process of reading reviews.Multivariate analysis of variance is used to test the influence of information richness,emotional polarity,and product type on the perception of online review information quality at three levels.The research results show that under different information richness,different emotional polarities have different effects on information quality perception.In the case of high information richness,the perception of information quality of negative reviews is high,while in the case of information richness,the perception of information quality of positive reviews is high.Under different information richness,different product types have different effects on information quality perception.In the case of high information richness,the perceived quality of online reviews of experience products is high,and in the case of low information richness,the perceived quality of online reviews of search products is high.The positive and negative emotional polarity of different product types have different effects on the perception of information quality.When the product is an experience product,the perception of the information quality of negative reviews is high,and when the product is a search product,the perception of information quality of positive reviews is high.The fifth chapter is based on Yale attitude change model,combined with clue utilization theory.From the media of review information,the content of review information,the source of review information,and the user demographics and product involvement of the recipients of review information,an index system for evaluating the quality of online review information is constructed.The evaluation indicators are: ?the medium of the review information: the length of the text,the number of pictures,and the length of the video;?the content of the review information: the online review text factor,the online review number factor,and the online review supplement factor.The online review text factors include the number of internal clue descriptions,the number of external clue descriptions,the number of merchant descriptions,the number of logistics descriptions,the emotional intensity of internal clues,the emotional intensity of external clues,the emotional intensity of merchant descriptions,the emotional intensity of logistics descriptions,the overall emotional intensity of texts and text readability;the number of online reviews includes rating stars,likes,and consistency;online review supplement factor includes the number of seller responses;?the source of review information: review writer level.Hierarchical clustering analysis is used to classify the survey users,and then the different weighted results of the online review information quality perception evaluation index are determined by the respondents in the high and low involvement groups.The sixth chapter uses the evaluation index system of online review information quality perception to evaluate the review quality of an experiment product,sports shoes,on JD.com and Suning.First,the review data is obtained through Python,and then the evaluation indexes are quantified separately.The text-related evaluation indexes need to be quantified by natural language processing technology.Then the quantitative data is used to carry out fuzzy comprehensive evaluation to evaluate the quality of reviews on the two platforms.The research results show that under the weight of the two groups of evaluation indicators in the high-involvement group and the low-involvement group,the perception of information quality of JD reviews is higher than that of Suning;when the product involvement is high,choosing to view JD reviews is better to obtain high-quality review information,but in general,it is difficult for high-involvement users to obtain high-quality review information that meets the perceived needs from existing platforms.The seventh chapter considers the information quality perception and social presence of the review as the stimulus factor(S),trust and satisfaction as the organism factor(O),purchase intention as the response factor(R)based on the S-O-R framework,and selects the positive and negative emotional polarity as moderators.Research data is collected through a combination of experiments and questionnaires,and the hypothetical relationship is verified using the partial least squares method of SmartPLS.The research results show that both the perception of information quality and social presence have a positive effect on trust and satisfaction;the satisfaction of online reviews affects the purchase intention;the moderating effect of the emotional polarity of texts exists;the information quality perception of positive reviews has a more significant impact on trust,satisfaction,and purchase intention.The eighth chapter analyzes the online review quality perception mechanism,the influence factor of online review information quality perception,evaluation research of online review information quality perception,evaluation application research of online review information quality perception,and the impact of information quality perception on purchase intention.According to the process of “information generation-information management-information behavior” of online reviews,the promotion strategies of online review management for online review platform managers are brought forward,i.e.stimulating the generation of high-quality online review information,effectively developing online review information management,and promoting the conversion from online review information to purchase behavior.The ninth chapter mainly summarizes the research conclusions,and puts forward research limitations and future research directions.From the theoretical level,the research work of this paper improves and enriches the theoretical system of online review information quality perception evaluation,provides a new perspective for research on the perception of information quality,and provides a scientific evidence and theoretical basis for the management of online review quality perception.From the practical level,it provides effective guidance for merchants to evaluate the quality of online review information,helps to promote personalized high-quality online review recommendation services,and provides practical ideas for electronic word-of-mouth marketing.