Research On The Influencing Factors Of The Usefulness Of The Online Review Of Experiential Product

The emergence and development of the Internet have changed people's way of life. B2C, C2C,020 and other types of e-commerce marketing models constantly arise, breaking the traditional shopping patterns. The proportion of online shopping population occupies more and more.which indicates that we have already entered the era of network marketing. While online shopping brought us a convenient and fast consumption experience, it also increased the impact of information asymmetry between sellers and consumers. Compared to the traditional offline buying pattern which offers a direct contact with goods, consumers only get a superficial impression through those secondhand information of description and pictures on the website. The sense it offers is much less impressive. However, online reviews can effectively solve the problem of asymmetric information. Through reading the real experience of other purchasers, consumers can deepen their understanding of the quality of commodity and reduce the perception of risk.However, in the era of information explosion, the number of online reviews is explosively increasing. The increasing comments have been beyond the range of people's control that consumers can not read all the comments. And the problem of information overload has arisen. Therefore, it is necessary to study which comments are useful and which are not valuable references. It needs to explore the factors which influence the usefulness of online reviews and how they function, so that the system can automatically sort the comments in accordance with the usefulness and recommend those highly useful comments to consumers to shorten the information screening time.After a large number of literature review, this paper adopts information availability theory, diagnosis theory, dual process theory, attribution theory and perceived risk theory as the theoretical basis, with the information acceptance model as frame construction basis. It established an influence factor model of the usefulness of online reviews from both dimension of comment content and reviewer. This paper also introduced some index which has not been studied in the past, such as comment length, comment readability, consistency, the number of attributes of goods contained, reviewer rank, influence power and activity, to study their influence on the usefulness of comment. In the existing related research, most of the research objects are search goods. In order to solve this problem, this paper selects the Hotel Comments on the TripAdvisor website as sample data and makes probability hypothesis about every index factors according to the theory basis. Finally, it carries out descriptive analysis, correlation analysis, multiple linear regression analysis and variance analysis to test the hypothesis with SPSS statistical analysis software.Based on the research and conclusion of this paper, it can provide suggestions to the carrier of online reviews, network platform, with a better review sorting and setting system to attract consumers. On the other hand, it helps consumers to quickly screen out the useful comments, to reduce the cost of reading, and to make a purchase decision efficiently. Meanwhile, it also provides more high quality comments and self professional reference opinion for comment publishers.