| The development of the Internet has brought the prosperity of electronic commerce,especially with the rapid development of mobile Internet in recent years,more and more people are using mobile phones for shopping.When the consumers shop on the Internet,they often face the problem of incomplete product information.At this time the online reviews have become an important source of information.In addition,because the online reviews are published online,its quantity and wide spread play a big role on the Internet.Online reviews,therefore,become a hot issue of academic research,and have been discussed by many scholars.The current research on online reviews mainly involves the study of online comments usefulness,the relation between online reviews and sales and the relation between online reviews and purchase intention.Questionnaires are often used to do the research.The clues indicate that the researches on online reviews at present mainly aim at the comments posted immediately after consumers receive their products.With the improvement of the mechanism of online shopping,several online shopping platforms have provided consumers with the chance of Appended Online Review,which means consumers can comment again after using the product for a period of time.The mechanism of appended online reviews is a better way to protect the rights of consumers,and also becomes an important consumer decision-making reference.However,the current study of appended online reviews is not comprehensive.This paper obtained the data of online reviews from Tmall website.Based on the online reviews' content,quantity,length,emotional intensity and so on,this paper has compared the differences between the First-time Online Reviews and Appended Online Reviews,using the multi-factor variance analysis,independent-samples T-test,paired-samples T-test and other methods.The result shows that the First-time Online Reviews always focus on the experience in the process of shopping,feelings of the logistics and intuitive feelings of the quality when receiving the product while the Appended Online Reviews are the further experience after using the product for a period of time.Besides,the online reviews of different types of products are also different.The reviews' length and time interval of Experience Products are greater than that of Search Products,and the reviews' length and time interval of expensive products are greater than that of the cheaper ones.If the emotional intensity of both First-time Online Reviews and Appended Online Reviews are negative,then the emotional intensity of Appended Online Reviews is greater than that of First-time Online Reviews.However,if the emotional intensity of both First-time Online Reviews and Appended Online Reviews are positive,then the emotional intensity of First-time Online Reviews is greater than that of Appended Online Reviews.In the end of,related suggestions are put forward according to the research. |
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