| In recent years, the development of the Internet has brought unprecedented change to our living environment and lifestyle, the Internet is becoming an indispensiable part of our lives. The29th China Internet Development Statistics Report Released by the China Internet Network Information Center (CNNIC) in January16,2012shows that, China’s netizens has reached513million by the end of December2011,55.8million newly increased Internet users throughout the year. Internet popularizing rate of year-on-year increase of4%to38.3%. in the mean time, the number of sites stopped decreasing during the second half of2011and quickly picked up speed, the number of websites reached2.296million, which is an increase of20percent over the end of2010. The "report" shows that after the falling trend of more than one year, the number of the Chinese website is showing a steady upward trend and expected to enter a new growth cycle in the second half of201.1. With the popularity of online shopping, consumers paid high attention to comments, which are seen as online users’experience about the process and results of the products or services, due to the features of the long-term preservation, diversity, information widely shared and other factors of these comments, more and more consumers use online comment on a certain product to assess the quality of the goods or services, and making purchasing decisions. Some well-known online retail enterprises as well as the C2C site, such as the Amazon online store, Dangdang Online Shopping Mall, Taobao, Taobao Mall, Jingdong Mall, Paipai online store, have platforms for consumers to provide online products evaluation, trying to guide consumers’willingness to buy their products through the good reputation given by other users.Based on the B2C and C2C website, we found Dangdang and other online shopping sites have such words appeared in his online reviews:"is this review helpful? Useful (...) Useless (...)", L, Appelt (2010) defined such comments as "adding information"(The added layer of information) in their research for the first time, however, the current research has not study the influence of added layer of information on the choice of products. Exploring the difference of the added layer of information comments and ordinary comments on the impact of the adoption of online consumer reviews and how added layer of information influence consumers on the adoption of online reviews is a new issue, the research in this dissertation is launched just against this background.This paper summarizes the form of added layer of information of online reviews on internet retailers, and builds a conceptual model of the impact of the added layer of information on the adoption of online opinions based on infor-mation adoption model and reference-group theory. The inter-group experiments show that the added layer of online information will enhance the effect of argument quality and source credibility on the perceived usefulness. This conclusi-on provides inspiration for the effective management of online reviews of internet retailers and C2C network platform.The innovation of the study:previous research focus on the online direction (positive comments and negative comments), type (attribute comments and emotional comments), quantity (more and less) and other factors, innovative point of this paper is embodied in the following areas:(1) This dissertation takes online reviews "added layer of information" as the main object of study, enriches the theoretical model of reputation information on the basis of previous research;(2) This dissertation takes online reviews "added layer of information" as an adjust-ment variable to verify the regulation of the added layer of information through the information adoption model, and its effect on perceived usefulness of information;(3) This dissertation experimentally verified the added layer of information through informational reference group influence and normative influence to regul-ate the quality of the information and source credibility effect on perceived use-fulness. |
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