Research On Impact Factors Of The Helpfulness Of Online Review

Nearly ten years,our country continue to boost domestic demand and stimulating domestic consumption,China's online shopping users has revealed a very rapid growth.The popularity of the Internet technology,the standardization of the logistics service industry,the improvement of online payment security and deepening of a series of the network services,led to more users to online shopping.Because the network is virtual,consumer in online shopping can't touch the real products,so the online review has become an important channel for the consumers to understand product.By reading online reviews,consumers can learn about others' feeling and experience of using the product,and obtain a preliminary cognition of the product.Numerous studies have demonstrated that online reviews can affect the consumer purchase intention for the goods.Make full use of online reviews can help sellers improve profitability.However,domestic large networks are full of useless product reviews currently.How to let the consumer quickly get useful comments,this is an urgent problem for the Shopping website and sellers.Based on literature review,a framework of online reviews and reviewers is proposed.We select the quality of the content,the value of review,the timeliness of review,the number of feedback,the competency of reviewers as the independent variables,and build a model.We get the data through the questionnaire,and study the relationship between these variables and online review usefulness by analyzing the data.Then we explore the regulating role of the brand awareness in these relationships.We get the following conclusion through research:The quality of the content,the number of feedback,the competency of reviewers have significant positive effects on the usefulness of online reviews.The value of review has a significant negative effect on usefulness of online reviews.Brand awareness has a significant moderating effect on the relation between the quality of the content,the number of feedback and the usefulness of online reviews.Brand awareness has a significant moderating effect on the relation between the value of review and the usefulness of online reviews.