Impact Factors Of The Helpfulness Of Online Reviews Based On Sentimental Orientation And Observational Learning

The traditional Word-of-Mouth has always been affecting the consumer's purchase decision.And the Internet Word-of-Mouth is formed in the development of the Internet technology.It is a continuation of the traditional word of mouth,and with the advantages of the Internet has been rapidly developed.However,with the popularity of the Internet,the amount of information contained in the network also showed explosive growth.This gives a new challenge to both the provider and the receiver of the message:for provider,how to make word-of-mouth more effective target audience is placed in front of them,and for receiver,how to find a more effective way to help their decision-making is their urgent needs.But these two aspects of the demand is actually reduced to a problem that is,the helpfulness of online reviews.Therefore,based on the previous research,this paper discusses the helpfulness and the influence mechanism of online reviews.The existed studies of online reviews have been carried out under the practical background where consumers cannot make positive comments and negative comments for the same goods separately.While similar comment system like "zol.com.cn" has allowed consumers to offer both positive and negative comments separately,and makes it possible for customers to give the reviews with picture.This paper does research on the impact of online reviews which distinguish between positive and negative comments and the observational learning behavior based on the reviews with picture on the helpfulness of online reviews.Conclusions show that the reviews length,the extreme of star ratings and the behavior of the reviews with picture have significant effect on the helpfulness of online reviews under the distinguishing background;the impact of negative online reviews is greater than the positive ones.This research will bring new revelation and theoretical support for the research of online reviews.It is also the enrichment and development of online reviews.And it provides a reference for the consumer decision making and the management of electronic commerce website.