Research Of The Effect Of Consumer Online Reviews On Usefulness

Consumer online reviews,one way of electronic word-of-mouth(eWOM),are consumer's opinions according to their buying experiences and product.Consumer online reviews have important impact on purchasing decision of potential consumers.It has great significance to understand the motivation of consumer online reviews and to explore the impact of online reviews on the potential consumers.Based on the scene simulation experiment,we explored the relationship of product satisfaction,consumers' motivation and reviews characteristics.The results showed us that satisfaction influences consumers' motivation significantly.However,there is no significant difference between the very dissatisfied and satisfied situation.Reviews length and nature are related to reviewers' three motivation,including personal entertainment,social responsibility and care for other consumers.Furthermore,combining consumer online reviews and morality,we explored the impact of reviews characteristics on moral.Moreover,we analysis the relationship of perceived motivation moral perceptions,trust and review usefulness.The results show us that reviews nature,consistency and their interaction have significant effect on moral perceptions of online reviews.Furthermore,potential consumers will make their judgment according to reviews nature;potential consumers will reduce trust on unethical reviews,thereby lowering review usefulness.High moral belief consumers are more likely to feel the immorality of the reviews than low moral belief consumers due to different standard of moral judgment.The findings have important instruction meaning for e-retailers to guide consumers' review and strengthen moral construction.