Online Review Usefulness Assessment Study

With the growth of the Internet penetration rate and the number of internet users,the scale of online shopping users and the online retail market transactions are increasing year by year.Under the circumstance of online,consumers have no chance to touch goods and unable to apperceive its quality.Therefore the uncertainty is the main problems encountered in the consumer online shopping,and online customer reviews of product can effectively reduce it.However,the problem that some of the most popular products in some shopping sites receive several hundreds or thousands of reviews resulting in a review information overload problem and the review quality across large volume of reviews exhibits wide variations makes it impossible for consumers to correctly distinguish the helpfulness of online customer reviews.For these reasons,how to accurately evaluate the usefulness of online reviews is an important way to reduce the time cost of information search and to help consumers make reasonable shopping decisions.At present,the research on the evaluation of the usefulness of online reviews is in a blank stage,and there is no systematic research on the evaluation of the usefulness of online reviews.Because of the fuzziness and gray nature of online reviews helpfulness influencing factor and data sources,this paper using the Grey-fuzzy comprehensive evaluation method to evaluate Amazon's online reviews helpfulness.We use gray level to depict data information's sufficiency and fuzzy relation to describe the relationship between online reviews helpfulness influencing factor and online reviews helpfulness level.Firstly,on the basis of carding and summarizing the domestic and abroad relevant research literature of online reviews helpfulness in recent years and combining the actual situation of the Amazon,this paper constructs an evaluation index system of online reviews helpfulness;Secondly,by means of interviews,questionnaire and other methods,the index system is validated and screened,which forms the final evaluation index system of online reviews helpfulness;Thirdly,the weight of each index is calculated according to the swing weighting method,the helpfulness of Amazon online review sample is evaluated by Grey-fuzzy comprehensive evaluation method and analyzed the evaluation results.Finally,based on the evaluation results of Amazon online review sample's helpfulness,this paper puts forward countermeasures from review aspect and reviewer aspect to enhance Amazon online review helpfulness.