Credibility Analysis Of Online Product Review

With the fast development of E-commerce, more and more consumers go shoppingonline and they will check the online product reviews before shopping. Study shows that64.4%of consumers think the product reviews as the most important way to get theproduct information. Therefore, product reviews have a significant influence onconsumers’ purchasing decisions and products’ sales. However, the review credibility isquestioned due to the arbitrariness of reviewers. It is very helpful to study the effectingfactors of the product review credibility so that people can identify the authenticity of thereviews, which can reflect the true value of the reviews.This thesis focuses on product review credibility. Firstly, we analyze the effectingfactors of product reviews from review dimension and revierer dimension and then build atheoretical model of product review credibility which adds product brand and price as theadjustment factors. Secondly, we use professional data collection software LocoySpider tocrawl review elements from www.epinions.com and apply statistical analysis softwareSPSS to test data quality after preprocessing data. Finally, we use structural equationmodeling software AMOS to test the goodness of fit and multi-group analysis oftheoretical model of product review credibility according to the processed data.Multi-group analysis is used to test the adjustment function of product brand and price.The research results are as follows: the effecting factors of review dimension credibilityinclude review rating, review length, review replies and review rated by; the effectingfactors of reviewer dimension credibility include total reviews, reviewer trusted by,member visits, total visits and registration time; product brand has a moderating role onthe effecting factors of review credibility and reviewer credibility while product price onlyhas a moderating role on the effecting factors of reviewer credibility which does nothappen to review credibility.