The Research Of Factors On Helpfulness Of Online Reviews

As development of Social Commerce,online reviews play a vital role in user’s purchase decision.Before coming to a decision,people usually need to read a large mount of relevant online reviews.But,it’s significantly important to sift useful information for decision making in a short time.Our reseach focus on three parts,reviewer,review itself and system manipulation to explore factors influcing helpfulness of online reveiws.On reviewer part,we not only care about social network quantity,but also quality in contrast to previous research because quality is usually perceived more convincing.On review itself part,we mainly focus on individual and overall characteristics.Individual characteristics,we dived into title,picture,sidedness of each one while overall characteristics is for balance which refered by ratio of positive and negative online reviews.On system manpulation part,we divided it into direct manipulation and indirect manipulation.In contrast to previous relevant research,direct manipulation is distinctly for recommendation of online review itself rather than recommendation of product while indirect manipulation refer to easily acquired ones.Our empirical analysis is based on data of sample size of 3027 acquired on Pconline.com through which we find that direct manipuation on review itself will siginificantly impact helpfulness of online reviews.Meanwhile,except for social network quantity,social network quality is also an important predictive index for helpfulness of online reviews.After consideration of individual and overall characteristics of online reviews,we come to conclusion that impact of individual characteristics on online reviews will be moderated by balance of online reviews.The influence of sidedness on helpfulness of online reviews is greater in positive review set(Positive reviews is dominant other than negative ones).