| With the fast development of e-commerce,online shopping has become an important way of shopping for consumers.In order to reduce risks,consumers will focus on online reviews of products.Due to the importance of online reviews to consumers,businesses and platforms,the characteristics of online reviews have become the focus of research in the field of online reviews.In order to comprehensively study the characteristics of online reviews,this thesis investigates the antecedents and consequences of online review characteristics.The main research content of this thesis includes three parts:(1)By reviewing the literature on online review characteristics in the past two decades,summarizing the characteristics dimensions frequently studied in the field of online review,exploring the antecedents and consequences of all online review characteristics,and proposing future work based on the current research status of online review characteristics;(2)Based on the current research status of online rating,determining the antecedents and moderators of online rating,using meta-analysis to explore the antecedents of online ratings,and using sub-group analysis to explore the moderating effect of product type and platform type to draw more universal research conclusions;(3)From the perspective of video reviews,a negative binomial regression model is used to analyze the review data of mobile phones and makeup on JD.com,to explore the impact of the number,length and type of video reviews on online review helpfulness,and to analyze the moderating effect of product type on the relationship between the characteristics of video reviews and the helpfulness of online reviews.The research conclusions of this thesis mainly include:(1)According to the form of online review,the characteristics of online review can be divided into 11 dimensions.In the future,the characteristics of online review can be studied from the perspectives of new functions,product types,various content forms and meta-analysis.(2)Product type and platform type moderate the positive effect of the number of reviewer’s friends,previous average ratings,rating variance and product price on online ratings.Product type and platform type moderate the negative effect of reviewer’s power distance,individualism,uncertainty avoidance,masculinity,number of reviews,review length,rating variance and time interval of reviews on online ratings.(3)Product type moderates the positive effect of the number and type of video reviews on review helpfulness.Specifically,the number of video reviews has a stronger positive effect on review helpfulness in experiential products;Compared with video reviews that show the appearance of the product,video reviews that show user experience are more helpful.On the one hand,the research conclusions of this thesis can enrich and improve the theoretical research in the field of online review characteristics,and provide new ideas for future research;on the other hand,it can guide merchants and platforms to formulate development strategies,and provide decision-making references for merchants and platforms to maintain their competitive advantages. |
