Research On Formation Mechanism And Evaluation Of Consumers’ Perceived Online Review Helpfulness Based On SOR Theory

The rapid development of e-commerce enables consumers to experience the pleasure of purchasing in time and space.Meanwhile,the existence of online review platforms also provides a channel for consumers to communicate with each other.However,the exposure of information overload,informati on fragmentation and other problems affect the development of online reviews information environment,which is not conducive to providing information support for consumers’ purchase decisions.Therefore,the online review platform needs to optimize the design of the review information content and its related information technology with advanced and practical theoretical ideas and management methods.The main purpose of this study is to improve consumer perception of online reviews helpfulness and optimize t he information management and services of online review platforms for review content.Therefore,the introduction of SOR theory reveals the formation mechanism of consumers’ perception of online review helpfulness and evaluation of its helpfulness,which has important theoretical and practical significance for improving consumers’ perceived online reviews helpfulness,assisting consumers in purchasing decisions and optimizing the management of review content of online reviews platform.On the basis of summarizing and sorting out SOR theory,consumers’ cognition of online reviews and evaluation of online reviews’ helpfulness at home and abroad,this study further explains consumer perception process,characteristics of online reviews and connotation of online reviews’ helpfulness.On this basis,this study analyzes the driving force,the stages,stimuli and the ways of consumers’ perception of online reviews helpfulness.Based on the relevant design principles and analysis of applicability of SOR theory,the research framework of formation mechanism and evaluation of consumers’ perceived online review helpfulness is designed,including the identification of stimulus,the emotional psychology,the trust of consumers’ perceived online helpfulness and behavior analysis of consumers’ perceived online review helpfulness,as well as evaluation and promotion strategies based on consumer perception process.Firstly,for the stimuli identification phase,this study analyzes the impact of relevant factors on the helpfulness of online reviews from the perspective of information content and the informants.From the perspective of knowledge characteristics,the helpfulness stimuli of online reviews are refined,and the TOBIT model is used for testing.Secondly,the emotional psychology and behavior analysis of consumers’ perception of the helpfulness of online reviews mainly analyzes the impact of online reviews on consumers’ pleasure emotional and arousal emotional state,as well as the effect of emotions on behavior.The research results show that the quality of online reviews information content has the most significant effect on consumers’ pleasure emotional state.The effect of perceived similarity on consumers’ emotional arousal is more obvious,while the influence of in formation environment technology on consumer emotion is different.Thirdly,the analysis of trust psychology and behavior mainly studies the impact of online reviews on consumer trust and its effect on consumer behavior.Based on the SOR model and trust theory,this study takes the online review of credence goods as the research object and analyzes the impact of online reviews on consumer cognitive trust and affective trust.Based on the effect hierarchy model,cognitive trust and affective trust have a non-parallel relationship,and there is a difference in the helpfulness of consumer perception of online reviews.Finally,the evaluation of the helpfulness of online reviews based on consumer perception mainly measures the consumer’s perception of the helpfulness of online reviews.On the other hand,it tests the support effectiveness of online review platforms for consumer purchasing decisions and the platform’s operating effect.Existing research mainly proposes evaluation methods for effectively screening high-quality online review information content based on online review content.This study not only focuses on providing consumers with high-quality online review information,but also focuses on the sustainable development of online review platforms.Find out the shortcomings and improve them by evaluating the helpfulness of online reviewsBy studying the formation mechanism of consumer perceived online review helpfulness and evaluating the helpfulness of online reviews,this study not only helps consumers make decisions based on valuable reviews but also helps to optimize platform management and functions as well as improve the overall operational quality of the e-commerce platform.