Research On Factors Influencing The Usefulness Of Online Reviews Based On Information Adoption Behavior Model

Where there goods are traded,there always exist comments.The way to comment on commodities is becoming more and more diverse with the growing derivatives of commodity trading forms.With the rapid development and improvement of the Internet and e-commerce industry,online shopping becomes more convenient and the influence of online comments becomes more important.Therefore,people begin to do research on the usefulness of online comments.The research on the influential factors of the usefulness of online comments can help to identify the comments with high usefulness,thus improve the efficiency of consumers' purchasing decisions.It can also help enterprises to improve the quality of their own products to a certain extent,and make it more directional and targeted for e-commerce platform to improve its service level.After having done the research and analysis of a large amount of literature,this paper studies the influential factors of the usefulness of online comments on the basis of the communication persuasion theory and the information adoption behavior model,and studies the relevant data in amazon.com.Independent variables concerned are the characteristics of comments(star rating,length and time),the characteristics of critics(ranking and reputation)and the commodity types are introduced as moderating variables.The types of commodities in this paper are divided into search commodities and experiential commodities according to the most commonly used classification methods in relevant researches.The usefulness of online comments is the dependent variable,and therefore,the research model is constructed.In this paper,the research data are from amazon's official website,and through the free data capture software--octopus collector--to fetch online comments on amazon's data,according to the search type and one commodity classification for fetching,this paper collected six variables: star rate,comment content,comment time,critic's ranking,critic's history of his or her total gain of usefulness votes and the total number of comments history of the critics.Finally,1000 sets of valid comment data including 500 sets of search commodities and 500 sets of experience commodities were collected.Correlation analysis and multivariate analysis are used to analyze the captured data and thus draw the final conclusion.The conclusion of this paper is as follows: the length of online comments,the time of comments,and the reputation of critics' all have significant positive correlation with the usefulness of online comments.The star rate of the comment and the rank of critics have significant negative correlation with the usefulness of online comments.The commodity types have significant moderating effects on the effect of comment star,comment length and comment time on comment usefulness.Finally,according to the conclusion of empirical analysis,this paper puts forward some suggestions for commodity enterprises and e-commerce enterprises.