| Online evaluation is a new form of traditional word-of-mouth in the Internet era.After the popularity of mobile Internet,it is an important way for consumers to make decision-making by quickly browsing online comments through mobile phones.With the rapid development of the Internet,catering is one of the first industries to try the o2o model,and it has developed rapidly and the market scale has been expanding.Among them,online evaluation has played a key role.Catering merchants can increase the number of reviews by participating in activities on the o2o platform,thereby increasing star rating,exposure,and page views,increasing store popularity,and obtaining search-first recommendation and display opportunities,thereby gaining more exposure opportunities.Therefore,merchants spend online marketing expenses and create preferential rights to attract users to conduct online evaluations.The platform also promotes users to write reviews through red envelopes and user incentives.However,due to the surge in the number of users and the number of written reviews,users are faced with the double problem of massive comment screening cost and insufficient useful comments.This article takes the catering o2o platform,the public commentary online to meal reviews as the research object,combined with the project data actually participated in the public comment internship process as the support,innovatively uses the verification effect as a measure of the usefulness of the review,thus pushing back Verify the hypothesis.Starting from the influencing factors of the usefulness of online reviews,the review of usefulness evaluation strategies is conducted.Based on the analysis of the existing research fields at home and abroad,from the perspective of the content quality of the review and the credibility of the reviewer,the paper puts forward seven research hypotheses from the perspective of the depth and breadth of the comments and the emotional tendency.Combined with the service level model and the information adoption model,the model of usefulness influencing factors of catering online evaluation and the empirical model of usefulness of catering online evaluation are constructed.At the same time,combined with the service quality standard of catering field,the theoretical model and data index model for evaluation of usefulness of meal evaluation are constructed.The data model was validated by comparative analysis,user research,and questionnaire research methods.Finally,based on the data indicator model,combined with the usefulness needs analysis of the platform,merchants and users,the optimization strategy of the review of the catering reviews is proposed.Taking the public comment network as an example,the user evaluation page of the public comment website to the meal evaluation is optimized.This paper enriches the influencing factors of online evaluation usefulness and evaluation indicators,and the related theoretical research of optimization strategies.At the same time,the research content also has practical reference significance for some decisions of the three roles of platform,merchant and user.Among the innovations are:1.Replace the depth of the review content with the breadth of the majority of the researchers to use the length of the comment word as the depth of the evaluation method;2.Introduce the number,breadth and quality of the picture as independent variables into the study,The influence of picture-assisted user decision-making is discussed.3.At the same time,the emotional tendency and emotional intensity of the comment content are introduced into the commentary usefulness influencing factors,and the optimization usefulness strategy is proposed as reference data.In this paper,we use the VIP privilege project collected by the public commentary.The 10 stores in 5 cities have reviewed the real data for data comparison and analysis,and concluded that the seven hypotheses have a useful effect on the auxiliary users' decision to go to the store. |
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