Research On Influencing Factors Of Online Review Behavior For Different Product Types By Users

The implementation of the basic principle of business digital transformation involves putting into practice the ideas from the Party’s 20 Congresses and equipping "enterprise marketing" with "digital marketing." Online reviews have drawn a great deal of interest from both academia and business in various areas since they are the most comprehensive source of information available to customers.Post-purchase remarks on electronics and fresh food have all been an experience for consumers.They make an appropriate collection of related research objects to study the motivation for comment generating since the two have opposing product and information features.The majority of the online review behavior generation mechanisms of various product types and user characteristics are theoretical framework analyses,and sufficient empirical discussion has not been carried out.In general,prior studies have concentrated on the mechanism of user online review information.The internal mechanism of user online comment behavior generation is revealed,and the impact of user characteristics on the comment generation path is further discussed.This study is based on the technical acceptance model,social exchange theory,and motivation theory.It employs machine learning techniques to explore the key impact factors of comment generation,selects significant impact factors to construct comment behavior generation path models under various types of products,and reveals the internal mechanism of user online comment behavior generation.This paper’s theoretical contribution consists of two parts: first,it advances the study of the variables that influence comment generation when different product kinds are taken into account,and it thoroughly examines how product types themselves affect the impact of influencing factors.Second,the research on the mechanism of review behavior generation is strengthened by the revelation of the differences in the mechanism of review generation between electronic products and fresh products.Finally,the effect route research of online reviews of various product categories is further expanded based on the user characteristics of gender,age,education,and income.The aforementioned findings and contributions not only offer a point of reference for examining the research differences of product review influencing factors,but they also offer a fresh research angle for examining the paths taken by various types of product reviews as well as credible empirical proof to support the different paths taken by different types of product reviews based on user characteristics in this paper.