| In recent years,with the popularity and development of mobile devices,consumers can more and more conveniently share their experience,views and feedback on products,services and brands for other consumers in the form of online comments.As a new form of word-of-mouth,online reviews are becoming more and more popular among consumers all over the world.However,the rapid growth of the number of online reviews has brought problems such as information overload and uneven content.Identifying helpful online reviews can bring benefits to consumers and enterprises.Previous studies have paid less attention to the difference between comparative information and non comparative information in online reviews.In view of this,by introducing the construct of comparative advertising in enterprise generated content(FGC)into online reviews under the context of user generated content(UGC),this research puts forward the concept of comparative review,and explores how the reviewer’s previous experience(yes vs.no)moderate the impact comparative review(yes vs.no)on online review helpfulness and its potential mechanism.This thesis comprehensively adopts the experimental method and secondary data analysis method to verify the above research questiones through three studies.The results of study 1 showed that when the review mentioned the reviewer’s previous experience,consumers perceived comparative review were more helpful than noncomparative review;When the review did not mention the reviewer’s previous experience,there was no significant difference on perceived helpful between comparative review and non-comparative review.On the basis of study 1,study 2further verified that perceived credibility played a mediating role in the interaction between reviewer’s previous experience and comparative review on onlie review helpfulness,and expanded the product categories and review valence of experimental stimulus materials to improve the external validity.The results of study 2 showed that when the review mentioned the reviewer’s previous experience,compared with the noncomparative review,consumers perceived the comparative review was more credible and thus the review was more helpful;When the review did not mention reviewer’s previous experience,there was no significant difference in reliability and helpfulness between comparative review and non-comparative review.Further,study 3 verified the conclusions of the previous research by analyzing the real review data on Amazon.com,which enhanced the universality and reliability of the conclusions of this thesis.From the perspective of the Elaboration Likelihood Model and the Language Expectancy Theory,this thesis discriminates the boundary conditions and internal mechanism of comparative review(yes vs.no)affecting online review helpfulness,integrates the differences between different documentary evidence,and has an important theoretical contribution.At the same time,the research conclusions of this thesis have some practical implications for online retailers and online shopping platforms on how to screen helpful online reviews,and how to shape their personal brand through social media.This thesis has 6 figure,21 tables,and 224 references. |
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