| With people entering the age of the Internet, people are paying more and moreattentions to E-commerce, which completely changes people’s shopping concept.Meanwhile, online reviews and the diffusion of innovation based on the online shoppingis getting more and more attentions from both the scholars and enterprises. When thereare many kinds of products, consumers who not familiar with each other will choose toread online reviews to communicate to learn more innovative information products. Soit can reduce uncertainty and thus have an important impact on the diffusion of theproduct.Based on the micro innovation diffusion model, this study analyzed the products ofTaobao.cn and focused on the mechanism of the innovation diffusion which that onlinereview affects, especially by subjective utility and social influence. According to thereview of online reviews and mental simulation theory, the study combines onlinereviews and mental simulation, we found that four important factors of online reviewthat affect innovation diffusion, as following: scores of the online reviews, the numberof reviews, the rates of the reviews of high praise, the reviews of process simulation.Firstly, this paper is based on web crawler software to collect online productinformation. We put forward a model showing how online review influences theinnovation diffusion. Secondly, we used SPSS16.0statistical software to analysisregression. There are506kinds of products, and we do one-way analysis of variance,regression analysis and regulation analysis. By analysis, we got the main results and thefollowing conclusions:(1) The scores of online reviews and the rates of the reviews of high praise don’thave a significant linear influence on the product diffusion. However, a higher onlinescore and rates of the reviews are a necessary condition for a faster diffusion but not asufficient condition.(2) The number of reviews has a significant positive influence onthe product diffusion, that is to say, more reviews, the faster innovation diffuse.(3)Product type is a moderator variable, and functional products have a moderating effecton the reviews of process simulation the reviews of process simulation.(4) The number of comments has a significant impact on the product diffusion, and its impact ispositive. More comments, more diffusion effect. |
