Research On The Helpfulness Of Online Consumer Review With The Moderation Of Reviewers' Quality And Product Involvement

With the rapid development of Internet technology and Web2.0 application, network as a new media deepen the communication between users, and bring the users share content at the same time. However as time goes on, the number of online review is becoming more and more, and then there is a phenomenon of overload information: when searching online product reviews, consumers will confront thousands of comments. In face of thousands of consumer reviews, how to search valuable information form a large number of useless information for consumers? In the era of developed and competitive information, searching information quickly becomes the leading choice. So, to electric commercial enterprises,how to let online consumers find the comments who post on the website quickly and efficiently from numerous information, and shorten the time costs the consumers spend on searching information. Ultimately, to online consumers, browsing the information they need at the first glance and identifying the useful product comments effectively will become the focus attention for shopping websites and electric commercial enterprises.Based on a through literatures review, many scholars found a series of factors that influence the helpfulness of online consumer review and obtained some valuable results.However, related researches have not formed a unified theoretical framework; and scholars need to do some further study about theoretical knowledge and research field. Therefore,the helpfulness of online consumer review has studied in term of the main influence factors,and at the same time two dimensions of reviewer's quality and product involvement are introduced as the moderators in our study. Then, we have analyzed the utilization variance under the moderation of different involvement and different reviewers' who have different quality.In this thesis from the perspective of cognitive theory, we will utilize the elaboration likelihood model, reference groups and technology acceptance model and propose the research model. The sample data are collected from Amazon.com website, including five specific products with 1200 reviews under the Octopus software. Data standardization,correlation analysis and regression analysis and the moderating effect of the each variable this paper involves are completed by using the SPSS19.0 statistical software. Finally, we achieve the mechanism between related variables.The result found that, review content attribute of review star and review length have a significant positive influence to review helpfulness; Reviewers attribute of ranking has anegative correlation with review helpfulness, which the reviewer whose rank is top, their reviews have more significant influence to review helpfulness; purchase experience and review helpfulness are positively correlated, that review who possess purchase experience and write on the shopping website is more helpful. In addition, by analyzing the moderation effect of reviewer quality and product involvement, we found that reviewer quality positively adjust the relationship between review star, review length, purchase experience and review helpfulness, in other words, under the condition of same star rating/review length/purchase experience, the comment who post with higher quality is more helpful for consumers; product involvement plays a positive role in the relationship between review star and online review helpfulness.