| The network shopping has become a new phenomenon along with the soci al development and gradual innovation of network of information. Online produ ct reviews is the most important basis for consumers to make decisions. In ord er to improve the efficiency of the consumers, we should learn the understandi ng of the online product reviews that how to influence consumer decision mak ing. It also provides the important value for the enterprise to carry out the ma nagement of the online product reviews and marketing. According to the correl ation analysis of the usefulness of the online product reviews, the written asses sment of information to review was not significant to review usefulness. Amaz on e-commerce platform browse review mechanism leads to this situation. But the total number of comments, the time and the review mentioned the commod ity property of online product are significant to usefulness of online commodity reviews. Based on the support vector machine(SVM), the automatic identificatio n of online goods comments is researched. The main conclusions are as follows: Th e information of Commentators played a less role of the usefulness of comment on th e automatic identification, and comments on the content of information was obvious.the influence factors of the Online comment on sales of goods, commodity prices an d review affected the properties of commodity sales, the more famous the brand of pr oduct soled, the better the results were. The perspective of the industry showed that e-commerce platform should guarantee the authenticity of goods online comments an d comprehensive; E-commerce platform needed to adjust the usefulness of the existin g ranking and optimize the inherent mode; Finally, in order to the maximize profit of the limited available resources, the enterprise should take the expert review, online product reviews and other information into consideration, and choose th e most effective way to manage and marketing. |
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