Research On Impact Factors Of Online Reviews Helpfulness Based On Consumer Perception

With the popularity of the Internet, online shopping has become a more and more convenient and popular form of consumption. However, due to the virtual of online shopping, consumers can't see the real product, so they don't understand whether the product really meet their requirements. Only by reading the product reviews to determine their purchase decision. According to the survey, 89% of online shopping consumers will refer to product reviews before they make final purchase decision.Hence, online reviews on consumer purchasing decisions is very important. However, sometimes the quantity of product reviews is very huge and review quality is also different, so consumers how to effectively identify and use the useful comments have become the focus of attention.Based on the above reasons, taking the camera and cosmetics as the subject, using empirical research methods, studied impact factors of online product reviews helpfulness based on review and reviewer's characteristics. By this study, we give more comprehensive impact factors of product reviews helpfulness and enrich the relevant theory and method of the existing research. Considering the existing research has different conclusions on some factors, the dissertation gives the corresponding explanation through the test of indirect effect; The dissertation also examines the moderating effect of product type. At the same time, the dissertation gives some suggestions on the electronic co mmerce website how to improve online review mechanism.We find that the reviews are more neutral?more subjective, the helpfulness are higher. Positive attitude have significantly positive effect on helpfulness. The dissertation validates reviewer's characteristics indirectly influences online product reviews helpfulness: the reviewers space ranking and historical review number indirectly influence the review usefulness through review length and review emotional tendency. The moderating effect of product type on review length and the quantity of historical review is remarkable; Review length have positive effect on helpfulness and it's more significant in the search type products; The number of historical review have negative effect on helpfulness and it's more significant in the search type products.