Influence Factors Of Perceived Usefulness Of Online Reviews Based On Web2.0

With the rise and development of Web2.0, social media has been developing rapidly. This greatly enriched the content on the Internet, the Internet has become more open and interactive. User-generated content influence enterprise’s and person’s network behavior profoundly and become an important source of information. More and more users begin to rely on online reviews to assist their purchase decision process. The vast amounts of online reviews on the Internet provide us a wealth of information, but also give us the trouble of information overload. Thus, finding high quality reviews become an important work of Internet companies. Studying the characteristics of online reviews and exploring the influence factors of of perceived usefulness of online reviews, can be a basis for better utilization of online review system by e-commerce websites and third-party review sites, and also helping enterprises to build a mechanism of reviews recommendation. This research can help enterprises to provide users better sevice and enhance their competitiveness. The innovation results of this study are as follows:Statistical characteristics of online reviews between e-commerce websites and third-party review sites were studied.1. The basic elements of statistical characteristics. Online reviews of third-party review sites have more content and more exposure information than e-commerce websites. And e-commerce websites is more concise and with anonymity.2. Period features. Two network platform showed significant period features and conducted in accordance with weekly and monthly cycles.3. The influence factors of total number of usefulness votes. The influence factors of e-commerce websites include reviewer status and profession, review depth and readability. However, third-party review sites have only two factors:reviewer profession and review depth.Establishing model about influence factors of perceived usefulness of online reviews and taking empirical analysis. This study absorbed multi-discipline research results and previous findings, build a model about influence factors of perceived usefulness of online reviews and proposes seven hypothesis. Then I established multiple regression model and done the validation based on actual data. The results show, the platform and product type have a significant impact on perceived usefulness of online reviews. The influence factors of online reviews’perceived usefulness on e-commerce websites are reviewer exposure and review depth. And the influence factors of online reviews’ perceived usefulness on third-party review sites are reviewer status, reviewer profession, reviewer exposure, review depth and review extremity.Exploration of the characteristics of online reviews and influence factors of online reviews’ perceived usefulness has value and significance for enterprise’s scientific system, user guidance and sophisticated management.