Research On Influencing Factors And Promotion Strategies Of Online Review User Perceived Usefulness

With the rapid development of e-commerce platform,online shopping has gradually become a major trend of national consumption.Online reviews contain rich and reliable commodity information.It not only helps enterprises to improve the quality of goods,but also becomes an important source of information for users to identify whether goods and services meet their own needs.However,with the increase of consumers,online comment information is growing rapidly.Information overload and low-quality information become serious obstacles for users to use comment information.It is very important to find out the factors that affect the perceived usefulness of user reviews and improve them.Therefore,this paper takes the influencing factors of perceived usefulness of online reviews as the research object,combined with relevant theoretical models to explore the influencing factors,so as to put forward feasible strategies to increase the efficiency of users using information.However,the current research on online reviews mainly focuses on online reviews and online reviews Third party platform.Therefore,based on the previous research model,the author introduces the platform factor on the basis of the information adoption model.In addition,due to the different ways of information processing of different users,the author introduces the possibility model of fine processing to analyze the influence of user intake on relevant factors.Based on the previous research model,this paper integrates the influencing factors,analyzes the information disclosure degree and professional degree of commentators from the perspective of commentators;analyzes the comment content and the quality of comment expression from the perspective of comment information;puts forward new platform factors and analyzes the types of platforms according to the technology acceptance model and the actual situation of Online comments。The relevant factors were quantified by questionnaire survey,and the collected data were analyzed by SPSS,including correlation analysis,reliability analysis,validity analysis,regression analysis,mediation analysis and regulatory analysis.It is found that the information disclosure degree,professional degree,content quality,expression quality and platform information technology of commentators have a significant positive impact on consumers’ perceived usefulness,but the platform type does not directly affect consumers’ perceived usefulness.And through data validation,platform type and reviewer professionalism will indirectly and significantly affect the perceived usefulness of online reviews.According to the possibility model of fine processing,the information processing mode of users is represented by the involvement degree.Under different involvement degrees,according to the empirical data,it can be found that the involvement degree of the moderator has no significant moderating effect on the information disclosure and perceived usefulness,but the involvement degree of the moderator has no significant moderating effect on the professional degree of the commentator,the quality of the comment content,the quality of the comment content,and the perceived usefulness Factors such as the quality of comment expression and platform information technology have a significant moderating effect on perceived usefulness of online reviews.According to the results of hypothesis verification,this paper proposes improvement strategies from the aspects of reviewers,platforms and other subjects to improve users’ perceived usefulness of online reviews.Finally,through the analysis of the collected data,research process and research results,this paper summarizes the shortcomings of the research and puts forward possible suggestions for further research and exploration.