Research On Influence Factors Of User Trust And Perceived Helpfulness For Online Reviews With Appended Reviews

According to the number of reviews posted by the same reviewer after a transaction,online reviews can be divided into two forms:initial reviews and appended reviews.Appended reviews refer to reviews that consumer can post again within a certain period of time after they post their initial reviews.When the online review contains appended review,the review itself has two forms:the initial review and the appended review.The content of the online review is diverse,and the user will perceive the reference value from it,but it is not clear whether the influence of review content characteristics on users is significantly different under different review forms.In response to this problem,this research establishes a model of the impact of online review content diversity on user trust and perceived usefulness through theoretical analysis.Firstly,based on diversity theory,the content features of online review diversity are divided into surfacelevel characteristics and deep-level characteristics.Then,through empirical analysis,it explores the difference in the influence of the surfacelevel and deep-level characteristics of reviews on user trust and perceived usefulness under different review forms,as well as whether the time interval of appended reviews plays a moderating role in this process.Furthermore,we analyzed the mediating effect of trust in the process of review content characteristics affecting perceived helpfulness.The research results show that different characteristics of review content have different effects on user trust and the perceived helpfulness of reviews.Users trust deep-level features more,but think surface-level features are more helpful.Compared with the initial reviews,the deep-level features of the appended reviews are more credible,and this tendency of trust appears only when the interval between the appended reviews is long.In the process of review diversity characteristics affecting the perceived usefulness of reviews,trust plays a partial mediating role,and compared with surface-level characteristics,deep-level characteristics affect the perceived helpfulness of reviews more by affecting user trust.This research helps to expand the application scope of diversity theory,and further enrich related literature on trust research and online review research.The research results can provide guidance and suggestions for the optimization of the online comment management system of the e-commerce platform.