| With the development of the Internet,online word of mouth increasingly plays an important role in consumers’ consumption decision-making.Online review is the most influential form of online word of mouth,which is the evaluation made by consumers on the quality and service of products.Since online review describes product information mainly from the perspective of consumers,it is considered more trustworthy than the information provided by merchants.There exists the problem of information overload in online reviews.A lot of research have been done on the factors that influence the usefulness of online reviews and evaluation models,but most of them only consider the impact of the quality of reviews and the characteristics of reviewers,few of them study on the impact of the characteristics of the readers.This thesis uses empirical methods to study the impact of the characteristics of readers on the perceived usefulness of reviews,and constructs a personalized ranking model for online reviews.First of all,make a review of relevant studies by reading literature,the research model and hypotheses are proposed based on the heuristic-system model.Secondly,conduct a questionnaire survey.Descriptive statistical analysis,reliability and validity test analysis and regression analysis are conducted on the questionnaire data.Finally,usefulness ranking model is constructed from the three dimensions of review quality,reviewer and readers,and the effect of the model is verified by the data crawled from Dianping.The results show that the readers’ inferences about how similar the reviewer is to themselves have a significant positive effect on perceived usefulness,and the more the product attributes mentioned in the review accord with the focus preference of the reader,the more useful the review is.In addition,the readers’ preference to the product can moderate the effect of the emotional polarity on the perceived usefulness of the review.By introducing the personalized factors,the ranking model can present the reviews that meet the user’s information needs,and the ranking result has high satisfaction.This thesis has a certain theoretical and practical significance. |
