How Online Review Is Useful?

With the development of Web 2.0,various E-commerce websites,word-of-mouth websites and virtual societies emerge constantly,they provide speech opportunities and platforms for consumers,online reviews have been the important product information resources before consumers' purchasing,and play the important role in the process of purchase decisions.In the period of internet,information is growing with explosive growth speed,the cost that internet users seek for useful information is grow constantly,face with complex and good and bad mixed internet information,now how to find useful information quickly has been a hot problem.Based on Cognitive Load Theory,the quantity that person deals with is limited,in the face of information explosive growth,Consumers have put forward higher requirements.In recent years,academic circles take movies,books,restaurants and hotels for research objects,explore online review's important features-quantity,text,length,rank/valence's influence on product purchase,the direction of online review has been transform from online review's quantity feature to text feature.The essay based on online review's text feature,distinguishes explanation theory's explanation type and explanation content,and explores online review's explanation types and product types' joint influence on usefulness of online review and consumers'purchase intention.On the one hand,it supplies the research of online review's text feature,take product types(Utilitarian Products and Hedonic Products)and online review's explanation types interaction.On the other hand,take account of social psychology explanation level theory,the essay chooses the point of time distance,and explores the boundary condition of above influence,the use of inter discipline knowledge extend present research's depth and adopt condition.The essay researched Explanation Type of Online Review's influence on consumer's Feeling Usefulness of Review and Purchase Intention through three experiments,explored the influence's boundary condition.Experiment one took Online Review Emotional Tendency(Positive VS Negative)X Explanation Type(Have VS not Have)design,the result shows that Positive Explanation Type has positive influence on consumer's Feeling Usefulness of Review,but Negative Explanation Type hasn't.Experiment two took Explanation Type(Explanation Action VS Explanation Reaction)X Product Type(Utilitarian Product VS Hedonic Product)dual factors design,the result shows that for Utilitarian Product,Explanation Action can lead to higher consumer's feeling Usefulness of Review,for Hedonic Product,Explanation Reaction can lead to higher consumer's feeling Usefulness of Review.Experiment three took Explanation Type(Explanation Action VS Explanation Reaction)X Product Type(Utilitarian Product VS Hedonic Product)X Time Distance(Close VS Remote)three factors design,the result shows that Time Distance moderate Explanation Type and Product Type's interactive Influence on consumer's feeling Usefulness of Review.Research results found,firstly,positive explanation type has a positive impact on Perceived Usefulness of Reviews,but negative explanation type has not.Secondly,for Utilitarian products,Explanation act online review can leads to consumer's higher perceived usefulness of review,for Hedonic Products.Explanation Reaction online review can leads to consumer's higher Perceived Usefulness of Review.At last.Time Distance can moderate explanation type and product type's joint influence on consumers Perceived Usefulness of Review.When Time Distance is close,for Utilitarian Product,different Explanation Types lead to consumer's different feeling Usefulness of Review.When Time Distance is remote,for Hedonic Product,different Explanation Type lead to consumer's different feeling Usefulness of Review.The results of the study have enriched the research results of the usefulness of online reviews,Suggestions are provided for improving the usefulness of online reviews.The outlook,the limitations and future directions for future research in this paper,from the perspective of the comments issued,on whether it will put forward according to the types of products online comment on the different types of explanation,the existing research results,and can also affect the study of interpretation from the mixed degree of explanation type useful and purchase to consumers' willingness to comment on perception,further enrich and expand the existing research.