Research Of The Impact Of Online Reviews From Different Sources On Consumer Behavior

As the popularity and development of internet and e-commerce, online reviews have become an important access for customers to get the products information and word-of-mouth of the commodity before they purchase. And the source of online reviews is no longer single, among which the credibility of reviews of customer and experts is the highest. Therefore, discussing whether the two online reviews have influence or similar influence on the behaviors of customers is one of the aspects that analyze the significance of online reviews with different sources. This paper discusses the impact transaction of reviews of customers and experts on the behaviors of customers on the Internet from the perspective of positive analysis, by analyzing the commodity information and reviews on zol.com.cn, the third party of reviews website, combined with the technology of textual sentiment classification. Firstly, this paper summarizes relevant theories about online reviews and the research results of domestic and overseas scholars on the research of influence of online reviews on customer's behaviors and then puts forward research hypothesis based on it. Secondly, according to the research hypothesis, it puts forward the model of subjective and objective emotional tendency of online reviews and the model of the influence of online reviews on the attention to commodity. Thirdly, it presents the collection of data and process, among which mainly introduces the method and process of sentiment classification. Finally, it makes multiple linear regression analysis and undertakes inspection on research hypothesis based on the result of regression and selected data, making the following conclusions: (1) the subjectivity of the reviews of customers is stronger and the mark they give is related to personal preference and experience in using the products. The objectivity of experts'reviews is stronger and the mark is related to product attributes. (2) The stronger the subjectivity of customers'reviews, the more attention that commodity will attract. (3) The positive emotional tendency of the reviews of customers and experts has positive effect on the attention that commodity attract. (4) The more reviews of customers are, the more attention will be paid to commodity. Based on this, this paper provides some managerial suggestions for enterprises to take advantage of online reviews with different sources to improve corporate performance.