| Under the background of E-commerce websites developing, the number of Internet users growing rapidly. Internet Plus concept which launched in 2015 has made the Internet enter to a new stage of development. As Internet penetration rate increasing year by year, C hina online shopping presents a piece of prosperous scene. Online consumer review is regarded as a new form of Information production, dissemination and utilization. The openness of Internet req uires users improve the ability of recognizing information quality to make sure online reviews can be used effectively. Although online review is a research hot topic recently, it only few researches focus on the online reviews quality in E-commerce Website from the perspective of information quality.Based on the Model of Information Adoption, this paper identified online customer reviews quality dimensions. Through the analysis of the relationships between different dimensions of online review quality, we identify and regard review content, credibility and characteristics of reviewers as first level indexes. And based on it, we build an evaluation index system for online review quality which including 8 second level indices and 25 third level indices. Acco rding to the standard of grading, customer give marks for each index and then using AHP to give weighs.By analysis of the model of online reviews generate and transfer process, we divide it in to two parts: product content relevant process and online review relevant process content. Based on these two parts, we discuss about factors which influence the quality of online review from three aspects, including information source, information channel and information user and give relative solutions to improve online reviews quality accordingly.In order to prove evaluation system is workable, we choose T- mall and Taobao.com e-commerce websites as sample website and select top-five-selling E-shops’ online reviews in seven days. Finally, according to the website data and index weights we work out the final score of these five shops. Since the score ranking consistent with the sales ranking, the evaluation system has certain reference value and it is workable. The analysis of final result can help E-shop owner do the self-checking and also provide a way to improve their information quality and service level.In the research method, this paper mainly uses literature survey method systematically researched on the online reviews and information quality of online reviews, and then using AHP to give weighs to evaluation index system indices. In order to confirm that the evaluation system is reasonable, this paper chooses top five e-shops to do the case study by comparing five e-shops from three aspects, including review content, review credibility and characteristics of reviewers. Combined the index weight from AHP with 25 third level index scores from the questionnaire, finally it is concluded each index scores of five e-shops. Through the comparison, it can reveal the shortage of each e-shop and make improvement accordingly.This paper is helpful for research on information quality of customer online reviews and the factors affecting online review quality, enriches the evaluation system of e-commerce websites and information quality practically. It can provide a method for E-shop owner to improve information quality and service level, and also give a reference for E-commerce market development. |
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