An Empirical Study Of The Influencing Factors Of Online Commentary Usefulness

Online reviews do not play the same roles in supporting purchase decisions for users only which affect users' purchasing decisions can be called“usefulness”.This paper uses structural equation model to explore the factors affecting the usefulness of online reviews and its mechanism in order to provides reference for the research.Through literature review analysis,the model was constructed by the influence of perceived authenticity,perceived value and perceived authenticity on the perceived usefulness.Using AMOS software to verify the fitting performance and validation analysis of the data collected from questionnaire survey.The model fitting degree is higher illustrates that the construction of the model has certain persuasiveness: perceived value and perceived authenticity have mediating effect,and perceived authenticity ultimately influence perceived usefulness through perceived value and perceived authenticity.