Research On The Influence Factors Of Intention And Quality For Consumers' Online Reviews

With the development of the Internet and Big Data Technology,O2 O has emerged as an emerging e-commerce model that combines physical store with E-Marketing and electronic payment.However,as mounting number rivals join the O2 O model,it is becoming increasingly difficult for companies to attract customers and retain customers.Online reviews,as the main form of online word-of-mouth delivery,play a crucial role to attract customers of O2 O in offline.Therefore,a certain number of high-quality online reviews are crucial to the successful operation of the O2 O e-commerce model.How to provide a major impetus for consumers to provide high-quality online reviews has become a key topic affecting the success of the O2 O model.By combing the existing literature,few studies have focused on what factors are driving consumers to post online reviews on the shopping platform,and why the quality of information in different reviews is different.Additionally,what are the consequences of using these influencing factors in an O2 O environment? Based on this,this paper has done two researches: one is on the willingness to post online reviews in the O2 O platform,and the other is on the quality of evaluation information.Aiming at the influencing factors of the willingness to post online reviews in the O2 O platform of consumers,this paper constructed a theoretical model of the factors influencing the intention to post online reviews on O2 O platform based on social exchange theory and public product theory.Subsequently,it collected 386 valid questionnaires and verified the relevant assumptions in the structural equation model with AMOS17.0.The empirical results demonstrate that helping others,self-improvement,sense of belonging and moral obligation have significant positive impact on intention to provide online review in O2 O platform.Helping enterprises and economic reward don't exhibit a significant relationship with intention to participate in the online review system of O2 O platform.The execution cost has no significant negative impact on the online reviews willingness of O2 O platform.In order to study the relationship between the influencing factors of consumers to post online reviews on O2 O platform and the high quality online reviews of consumers,this paper described the influencing factors of the consumers' participation in online reviews based on the O2 O platform real evaluation data.To name only a few,Controversy of existing online reviews are used to describe helping others,the number of existing online reviews is used to describe self-improvement,user registration time is used to describe the sense of belonging and the quality of existing online reviews is used to describe moral obligation.Furthermore,the number of characters and words in text of online reviews is used to comment the Information quality of online reviews.We adopt the Web crawler technique to get the food review of Hongshan District of Wuhan City,and verified the theoretical hypothesis by multiple linear regression models.The empirical results illustrate that helping others,self-improvement,sense of belonging and moral obligation all have significant positive effect on the quality of online overviews by consumers.The innovation in theory is as follows.First,comparing the difference between traditional e-commerce model and O2 O e-commerce model,we construct the model of factors on consumers to post review based on social exchange theory and public product theory.This model supplemented the previous theoretical framework of influence factors on intention to post online reviews.Second,based on the analysis of influence factors for consumers to provide online reviews on O2 O platform,we used online reviews of the O2 O platform to characterize the factors and study the relationship between these influencing factors and the quality of online overviews by consumers.The practical significance of this paper is to help O2 O platform enterprises to deepen the understanding of O2 O platform consumers' online review behavior,and provide theoretical reference for O2 O platform enterprises to encourage consumers to post high-quality online reviews and improve website service quality.