Research On The Impact Of Two-sided Online Reviews On Consumer Product Attitude

Today,the Internet has developed rapidly and the exchange of information is unimpeded.Reading Online Reviews is an important channel for both online and offline consumers to obtain product information.With the sustained and in-depth development of China electronic commerce,the web has accumulated a huge amount of Online Reviews,and there appear more and more two-sided online reviews especially in the field of smartphones.Many netizens point praise,ask questions and start discussions below these two-sided online reviews.Consumers are concerned about this kind of Reviews.Then,what kind of impact do these two-sided online reviews have on consumers? Previous studies have diametrically opposed answers to this question.Some studies believe that the two-sided online reviews with high authenticity and richness,and have a positive impact on consumers,while Others suggest that the two-sided online reviews may lead to cognitive disorders and is not conducive to the formation of a stable attitude of consumers.Therefore,from the perspective of consumer perception,this paper examines the impact of two-sided online reviews on consumer product attitude in the context of smartphone and explores the role of perceived usefulness in this context.The research ideas of this paper are as follows: Firstly,the author retrieves and collates the literature,clarifies the connotation of Online Reviews and two-sided online reviews,and then summarizes literatures on the impact of Online Reviews on consumers and measurement dimension of related factors.Secondly,on the basis of the theory of Stimulus-Organism-Reaction Model and the Theory of Information Adoption Model,the author build up a theoretical model of the impact of two-sided online reviews on consumer product attitude.Thirdly,the author designs a questionnaire based on the research model,forms a formal questionnaire and do a pre-test revision then issue it.Fourthly,the author analyse and process of the collected data by using the statistical software SPSS21.0 to test the hypothesis.Finally comes to the conclusion as follow:(1)In terms of quantity and depth,the two-sided online reviews‘ content has a positive impact on consumers' product attitudes.That is,the more two-sided online reviews and greater the depth of the content,the more positive impact on consumers‘ product attitude.(2)The two-sided online reviews Source Credibility has a positive impact on consumer product attitude,ie,two-sided online reviews posted by highly professional and trustworthy individuals favor consumers' positive attitudes toward the product.(3)Perceived usefulness,intermediary variables,has a direct and significant impact on consumers' product attitudes.Perceived Usefulness partially mediated the effect of the two-sided online reviews content(quantity and depth)and source credibility(professional and trustworthy)on consumer‘s product attitude.In the end,based on the conclusions of the study,we put forward the following management suggestions:Firstly,focus on managing two-sided online reviews,establish a mechanism to monitor two-sided online reviews,appropriately increase the display of these kind reviews and then encourage and guide users to publish two-sided online reviews.Secondly,strengthen the management of online reviews,meanwhile,promptly and selectively update and display in-depth,high-quality two-sided online reviews to improve the consumer experience.Thirdly,show more commentator info while protecting user privacy.Besides,guide and motivate highly professional and trustworthy buyers to comment.Fourthly,discover the key consumer appeal from the Online Reviews and timely adjust marketing strategy,such like properly expose the product deficiencies while promoting the merits of the product to increase consumers‘ recognition of them.