A Study On The Influence Mechanism Of Brand Awareness To The Helpfulness Of Online Reviews

With the development of internet and online shopping,the number of online reviews published by consumers is accumulating.According to the CNNIC surveys,word of mouse has been the first factor affecting the decision of online shoppers.But online reviews are unstructured data which consumers need to judge by themselves.The accumulation of a large number of comments is resulting that consumer take more time to make decision.The problem of overload-information has also been produced.There are different opinions about the helpfulness of reviews.The explanation of the difference is mainly dependent on the adjustment of product type.It is lack of research on brand.But brand awareness is an important factor in consumer behavior.Therefore,this paper establishes the model of influencing mechanism of helpfulness of online reviews through considering brand awareness.It based on the theory of consumer purchase decision and the theory of information diagnosis.It puts forward the research hypotheses about the length of reviews,deviation of reviews,the ranking of reviewers,and the total number of votes.With the help of GooSeeker software,we can get the data on Amazon website,such as phone,computer,liquor,shampoo.Then,we use regression analysis by SPSS software.It draws the conclusion that review time,length,total number of voters have positive effects on the helpfulness of the review.Deviation of review and ranking has negative effect.Brand awareness has a moderating effect on comment length,review score,ranking.And on the basis of the above conclusions,the paper puts forward some suggestions to e-commerce platform and e-commerce enterprises.