Research On Impact Factors Of The Perceived Usefulness Of Consumer Online Review

With the rapid development of the Internet and the popularization of tourism e-commerce,more and more consumer like to browsing hotel information and published their experience on the Internet.Online reviews not only become a measure of the quality of hotel services,but also become an important basis for online consumers to make purchase decisions.Hotel online review is a link between potential consumers and consumers,bringing together the information of the hotel.This study is established on the theory of information processing and social network and focus on the impact factors of helpfulness of online reviews through two dimensions such as online reviews of information content,online review source of information.To verify the impact model,the study collected 3357 valid data on the qunar.com,the paper did empirical analysis by using correlation analysis and regression analysis.The results indicates that review length,review timeliness,difference with average rating,degree centrality to several significant impact on the usefulness of online reviews;expertise and information disclosure have no significantly positive influence on review helpfulness.So this study puts forward that the hotel enterprises can optimize the information of hotel on the OTA website,use the essential content of useful reviews to the OTA website as the updated material,respond to the usefulness hotel online reviews,effectively protect the privacy of the guests and effectively choice the review comments of the ‘expert' to dig the commercial value of the hotel online reviews.Eventually,this study discussed the research results and pointed out the shortcomings and directions for future research in this study exist.