The Study On The Factors Which Influence On The Helpfulness Of The Online Review

As the new industrial revolution of the leading strength, the Internet has been integrated into all fields of our social lives. Also not exceptional in the product circulation field. Network shopping has become one of the most active concepts in the field of economy in the world today. Entering the21st century, Chinese network abnormal developed rapidly. Online shopping developed rapidly.In the face of a lot of the online reviews on the Internet, how could we make a quickly and effectively choice? In order to discover and use one of the most useful comments, this issue has become an important problem that people have to pay attention to.The purpose of this paper is to study what factors makes a strong influence to the online review’s helpfulness. In the network, every consumer will meet all kinds of comments when they shopping. Consumers need to choose which one is useful and which is useless. On the basis of previous studies, this paper aims to analysis some data collected from the Amazon, and find their correlation.I select three types of search goods, a total of600samples from the online review data. And make the useful analysis by using Tobit regression.The data analysis indicates that extremism star has a significant negative influence to the online review’s helpfulness; Review depth has a significant positive influence on the online review’s helpfulness; Review’s level has no significant influence to the online review’s helpfulness; Review time has no significant influence to the online review’s helpfulness; Response has a significant positive influence on the online review’s helpfulness; Whether to buy the products has a significant positive influence on the online review’s helpfulness.By analyze the related factors which makes the online reviews helpful, we could make consumers identify which comments are useful to them. Consumers can find useful information in the comments, and use it to guiding his shopping process. At the same time, merchants can also enlighten from in this paper. They could make some effective mechanism to improve the quality of the online reviews.This paper set out from the collected data, and combined with The spread persuade theory, analyses the model.