Research On Impact Factors Of The Helpfulness Of Online Review

As the development of Internet technology, online reviews have been regarded asimportant reference when consumers making purchasing decision.Online reviews differsfrom word of mouth in quantity,velocity of propagation and scope of effect from word ofmouth.Online reviews have become a research focus of marketing researcherrecently,especially focus on how to impact consumers’ purchasing decision.In recent years,the relevant research of online reviews have become mature, but still mainly usingquestionnaire survey to do empirical research. This study is established on the theory ofinformation processing and reference group theory and focus on the impact factors ofhelpfulness of online reviews through three dimensions such as online reviews ofinformation content, online review source of information, online reviews recipientdimensionTo verify the impact model, the study using text mining method to collect valid data onthe Yelp.com which is the biggest of online review platform over the world. The resultsindicates that online reviews depth, the value of review humor marked by other consumers,reviewers’ history comment, reviewers’ level,reviewers’ centrality of social networks andconsumers’ respond to several significant impact on the usefulness of online reviews. Theinvolvement of the recipient plays an intermediary role in influencing the content of thisinformation and sources of information on the dimensions of the usefulness of onlinereviews. While consumers in the information search process,they will follow the principle ofleast effort, as a result they will use heuristic path information processing for onlinereviews.Eventually, this study discuss the research results and pointed out the shortcomingsand directions for future research in this study exist.