Research On The Impact Factors Of Online Review Usefulness With The Moderation Of Product Type

Updating Internet technology stimulated the development and growth of e-commerce greatly.People's lifestyle and shopping habits are constantly changing,gradually from offline to online.In order to attract more consumers and increase user stickiness,online business websites often encourage consumers to write the reviews of the product they purchased.With the accumulation of time,these online reviews have become an important reference of consumers when shopping online.In recent years,domestic and foreign scholars conducted extensive research and have achieved fuitful results around online reviews.When the scholars study which factors impact people's purchasing decisions,they usually focus on the review texts.However,e-commerce websites are always developing and improving their online review mechanism.They increase some other ways of review besides comment texts,such as sharing orders and tags.Few scholars have incorporated these factors into the research of online review usefulness.At the same time,scholars often choose one kind of product's review data when researching,or use traditional classification of product types to collect data.Now many products attributes become increasingly blurred,this part of products have never been studied,which makes the conclusion do not have universal applicability.This paper mainly researches on the online review comments.By collecting popular goods online reviews from Jingdong Mall,and using empirical research methods,we put extreme,review length,number of tags and sharing orders as four variables into the influencing factor model.Besides,we will put product types(search,experience,search and experience)as a moderator variable to explore how these variables affect the online review usefulness in different types of products.After screening and sorting the online reviews,we use SPSS to do correlation analysis and multiple regression analysis.Conclusions are as follows:extreme of review has negative correlation with online reviews usefulness.The negative effect of extreme reviews is more obvious in search products.Review length has a positive impact on the usefulness of the reviews.In the search product,the number of tags and the usefulness of the reviews have a significant negative impact.Sharing orders has little effect on search products' online reviews usefulness,but to search and experience products and experience products,sharing orders has positive effect on the usefulness of the review.The research results reveal the problems existing in the current online reviews for a certain extent.And for the online platform managers,it has certain guiding significance to effectively manage online reviews.