| The popularity of the Internet promotes the rapid development of E-Commerce. Italso makes online shopping market increasingly prosperous. In order to eliminate theuncertainty in the decision making process, Consumers would collect information aboutcommodities through various channels, online review is one of the important ways ofobtaining information. When facing with so many online reviews, however, consumerswill only choose useful comments for reference. Therefore, to explore the usefulness ofonline reviews has become an important research topic. Recently, some of domestic andforeign scholars studied the helpfulness of online reviews (HOR), but different scholarsgot different research conclusions. At the same time, there exists no consensus betweenscholars about the factors of HOR. The author has found that Commodity brand is oneof the main factors that influencing the consumer online purchasing behavior, but fewscholars research whether the brand influences HOR. Therefore, this paper studies theinfluence factors of HOR on the one hand, discusses whether commodity brandinfluences consumers’ perception on HOR, and whether affects the relations betweenother factors with HOR on the other hand.First of all, we present the related theory and research progress about commoditybrand, online reviews, HOR. and then it puts forward the research hypothesis, andbuilds a conceptual model of the impact that commodity brand, reviews attributes(Review Rating, Review Depth), and reviewers attributes(Reviewer Ranking,Purchasing Experience) on the HOR. Secondly, we determine the research objectsthrough questionnaire, and use the SPSS17.0and LISREL8.7to verify the researchhypothesis and conceptual model through regression analysis, adjusting effect analysis,mediation effect analysis. The results show that:①The correlation between ReviewRating and HOR is significantly negative. While the correlation between Review Depthand HOR is significantly positive.②Both Reviewer Ranking and Purchasing experiencehave a significant positive correlation with HOR.③Commodity brand has a significantmoderating effect on the relation between Reviewer Ranking, Purchasing experienceand HOR.④Commodity brand has a significant mediating effect on the relationbetween Review Rating, Review Depth and HOR.Finally, we put forward some suggestions on business practice and future researchprospects according to research results. We hope this research can help consumers and online retailers to have a better understanding of HOR, and improve their abilities to useonline reviews. |
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