Study On The Helpfulness Of Online Reviews With The Influence Of Brand Reputation By Using Mobile Phone Brand Data

In the early 2000 s, great change to human life is brought from Internet and become a heat topic in people’s daily life. Online Richness and entertainment of life attracts more and more people to join online communities, see the latest news, and buy fashionable daily necessaries. As an on-line shopping, E-commerce rises with internet coming to mature and changes traditional sales model, so that every users can conveniently buy goods. Base on traditional word of mouth with face to face, online word of mouth grows in the network environment. Online review being one style of online word of mouth affects online consumption, corporate marketing strategy and profitability.Online shopping sites have already put forward on the influence of online review on the consumer behavior, and in order to improve the experience of online system of reviews. Scholars from home and abroad are interest in the new information media. But due to complex factors of online reviews, these are still a lot of questions. Understanding clearly the factors affecting online review to consumer decision-making and other issues is good for improving decision-making efficiency and satisfaction to consumer, improving marketing efficiency to the management of the online shopping site comments, and creating innovative ideas to improve the product from mining the online comments.The paper researches on the usefulness of online review, combining qualitative and quantitative analysis online review data about mobile phone from Amazon.com. Firstly, according to expert interview and questionnaire survey, seven phone brands are divided into lower reputation and higher reputation. Then, the mainline of research is from reviewers to comments, to usefulness of reviews, and empirically study of posting comments of reviewers and the factors of usefulness of reviews. Rank of reviewer and count of comment influence attitude and depth of reviews with the brand’s reputation, results of OLS regression to test is or not significant. Another research takes reviewers attribution(reviewer’s ranking and comment’s count), content attribution(comment’s attitude and comment’s depth), timeliness into consideration, and brand reputation is a moderator variable. Tobit censored model is used for empirical analysis of assumptions.This paper attempts to get innovations on theory and practice about the usefulness of online reviews. First, from the perspective of brand awareness, it gets under the influence of brand reputation relationships: reviewer attribution and content attribution, and reviewer attribution, content attribution, timeliness and review usefulness. In the actual management of the reviews, online shopping should adopt different strategies to better results for the different brand reputation. Secondly, exploring the influence relationships from reviewers, comments to usefulness make the effect more clearly. Lastly, Own to limitation of sample selected and variables measured, the research is insufficient. Complex consumer behavior and multidimensional comments are left issues in the future.