Research On The Usefulness Evaluation Of Online Reviews On Experience Goods

With the rapid development of online shopping,the usefulness of online reviews has become one of the research hotspots in the current e-commercial field.The information asymmetry and uncertainty of online shopping environment poses certain risks to online consumers.At the same time,the proportion of experience products in online shopping is very high.Research in the field of marketing has shown that online reviews,especially online reviews of experience products,play an important role in reducing the risk of online consumers and helping them make purchasing decisions when they buy products online.Therefore,the research on the usefulness of online reviews on experience products is more prominent.The focus of this research is mainly on three aspects,firstly,the construction,quantification and extraction of the usefulness evaluation index system for experience products online reviews,followed by the construction of the usefulness evaluation model for experience products' online reviews,and finally the research results were verified.In the aspect of the construction,quantification and extraction of the evaluation index system,this study analyzes and summarizes a large number of domestic and foreign scholars' researches on the usefulness of online reviews,using experience commodities as the entry point,based on perceived risk theory,information adoption theory and the attribution theory,the index system of the usefulness evaluation of online reviews of experience products is revised from the aspects of commentator characteristics and comment features.The quantitative criteria of each index are discussed,and text-mining and web-designing technologies are introduced for extracting relevant evaluation indicators on electronic commercial websites.In the construction of the usefulness evaluation model of the experience products' online reviews,this study uses the fuzzy analytic hierarchy process to determine the weight of each evaluation index,and proposes the usefulness ranking model of the experience products' online reviews based on the TOPSIS method.In terms of model verification,this study uses the online reviews of experience products on Taobao,the largest ecommercial platform in China,as the data source of empirical analysis.The results of the research are verified by the comparison method.The results show that compared to the sorting result of online reviews on Taobao,the sorting result given in this study provides more product details,which can meet more requirements of review-readers which are also the potential buyers of goods in the information-searching process,and its usefulness has been obviously improved.The research results have improved the evaluation index system of the usefulness of online reviews to a certain extent,enriched the research content of the usefulness of online reviews on experience products,and helped the e-commercial platforms to optimize the ranking strategies,score policies and evaluation mechanism of experience products.At the same time,it can also enhance the perceived utility of potential consumers when reading reviews,so as to make purchasing decisions in a shorter period of time and improve the conversion rate of e-commercial websites.