Structure And Influencing Factors Of Sentimental Orientation Of Online Consumer Reviews And Its Impact On Intention Of Subsequent Online Review

Network provides a more convenient and fast environment for consumer to shop online and share tiheir shopping experience.Witih the rapid development of online shopping,increasingly impcrtance has beean attached to online reviews.Online reviews become the important actors that affect consumers' purchasing decisions.Online rerviews can significantly improve online business sales,and also can hann reputation of online retailers.The relationship between online reviews and consumer purchasing behavicor has been widely studied.However,little field research has been carried out on the generation mechanism and influencing f&ctors of online reviews.Using text analysis and questionnaire survey methods,we explore the structure of sentimental orientation and its relationship with content attribute s online reviews.Then,this thesis analyzes the influence of motivational factors,satisfaction,materialism values and machiavellianism personality on sentimental orientation in online reviews.Based on theory of planned behavior,this paper investigates the influence of existing experience on dhe decision of subsequent online reviews.Through the above research work,tihe main conclusions are reached as following:(1)The sentimental orientation of online reviews has two dirmensional structure of mood,including positive sentimental orientation and negative sentimental orientation.Positive sentimental orientation mainly reers to the consumer expressions in online reviews,such as "satisfactory","love*',"contert","pleasant","excited","calm" and "e^xpect".Negative sentlimental orientation mainly refers to the consumer expressions in online reviews,such as "disappointed1","angry","regret","boring",,"sad,","depressing" and,"regret".Our results show that two-dimensional structure of sentimental orientation in online reviews has good reliability and validity.Based on this model,text analysis gains access to effective text infonnation of online reviews.(2)The content of online reviews is the rational side of comments.Consumers focus on tihe core value of product,service efficiency,promotiotns and benefits,and appearance perception in online reviews.The core value of product includes product quality and performance,cost perfornance,and the extent of consumer demand.Service efficiency includes convenience of after-sales service,service quality of customer service and c)urier.Promotions and benefits includes promotion methods,sudch as gifts and coupons,discount,accessibility of offline purchase,and the price difference between online and offline store.Appearance perception includes product packaging,shape perception and brand awareness.Further test results indicate that the four factors structure of online reviews content has good reliability and validity.In the process of marketing,the quality of the goods and services should be viewed as the primary factor for online shopping.Online retailers should understand the needs of the consumers in different ways,such as pre-sale communication.(3)Consumer attention of content attribute affects the sentimental orientation of online reviews.After controlling for satisfaction and demographic variables' consumer attention of core value of product,appearance perception,service efficiency have significant positive effect on positive sentimental orientation.Consumer attention of core value of product has a significant negative effect on negative sentimental orientation.Consumer attention of promotions and benefits has a significant positive effect on negative sentimental orientation.These conclusions suggest that promotions and benefits can't effectively motivate consumers make positive reviews and reduce negative reviews.Quality of products and 'services is the foundation of the online marketing.(4)Online reviews motivation plays a moderating role in the relationship between satisfaction and sentimental orientation.Satisfaction of online shopping has a significant positive effect on positive sentimental orientation and a significant negative effect on negative sentimental orientation.Among online reviews motivations,sharing feelings has an enhanced effect on the relationship between satisfaction and positive sentimental orientation.Self enhancement has an enhanced effect on the relationship between satisfaction and negative sentimental orientation.In management of online reviews,online retailers should encourage consumers to sharing feelings.Meanwhile,consumers with enhanced self enhancenent should be treated cautiously.(5)Materialism values and machiavellianism personality have significant negative effects on the satisfaction of online shopping.Satisfaction of online shopping has a significant effect on sentimental orientation of online reviews.Satisfaction plays a complete role in tihe relationship between materialism values and positive sentimental orientation,and plays a partial role in the relationship between materialism values and negative sentimental orientation.Satisfaction plays a partial role in the relationship between machiavellianism personality and positive sentimental orientation,and plays a complete role in the relationship between machiavellianism personality and negative sentimental orientation.These results suggest that it is important for online retailers to make consumer social atnd psychological character segmentation.(6)Existing experience has an impact on the intention of subsequent online reviews.Based on he theory of planned behavior,sentimeantal orientation of online reviews has influence on behavioral attitudes,subjective norms and perceived behavioral control,which affects intention of online reviews.Positive sentimiental orientation of online reviews has a significant positive effect on subsequent review intention,and negative sentimental orientation of online reviews has a significant negative effect on subsequent review intention.Behavioral attitudes,subjective norms and perceived behavial cotrol pay compte roles in relationship between positive sentimental orientation and subsequent review intention,and perceived befhavioral control has the strongest mediating effect.On the other way,perceived behavioral control plays a complete role in the relationship between negative sentimental orientation and subsequent review intention.