The Influence Of Pictorial Reviews' Diagnosticity And Credibility On The Helpfulness Of Online Hotel Reviews

With the rapid development of e-commerce and Web2.0 technology,more and more consumers choose to trade online,and through the trading platform to express their views on the use and experience of products in recent years.How to identify useful comments on consumers becomes the urgent concern of e-commerce websites.Therefore,the study of the helpfulness of reviews has the importantly practical significance.At present,the domestic and foreign academic circles and enterprises have already given a high degree of attention to online reviews,and have launched a series of relevant theoretical research and practical research.It have achieved significant results to how to influence the consumer behaviors by the helpfulness of online reviews and the factors of influencing the helpfulness of online reviews.However,the research on the factors affecting the helpfulness of online reviews is not enough,most studies have focused on text commentary.stars or the reviewers' attributes.Few scholars consider that pictorial reviews on the influence of reviews' helpfulness.At the same time,the current research in the choice of product review data are defined the types of products,or in some kind of products as the research object,but does not consider the influence of product brand,which makes that some research conclusions are not universally applicable.According to the framework of "diagnosticity-credibility",this study combines with the characteristics of hotel reviews,and analyzes the influence of diagnosticity and credibility of pictorial reviews to the helpfulness of the hotel online reviews,and selects the brand strength as the adjustment variable" and constructs a theoretical model of factors affecting the helpfulness of the hotel online reviews,and full considers the relationship between the diagnosticity and credibility characteristics and the helpfulness of reviews in the brand strength under the same circumstances.The diagnosticity includes the number of pictures and the number of the concepts.The credibility includes personal characteristics presentation.The number of the concepts and personal characteristics presentation are quantified by the method of content analysis from the pictorial data.Specifically,the number of the concepts mainly includes four targets of the hotel appearance,the bathroom environment,the electrical appliance,the furniture four targets.The personal characteristics presentation mainly includes the private goods and so on.The data comes from Ctrip.Using Crawler Technology obtains the reviews' data of all hotels in Beijing area.After filtrating the nqualified data,1200 reviews are selected from the final data.The data is processed through analysis correlation analysis and Poisson regression using the R language.The main conclusions of this paper are as follow.First,the diagnosticity of the pictorial reviews has a positive effect on the helpfulness of hotel online reviews.The number of picture has a significant positive effect on helpfulness of reviews,and the number of the concepts has no significant effect on reviews'helpfulness.Second,the credibility of pictorial reviews has an important impact on the helpfulness of hotel online reviews.Personal information presentation has a significant positive impact on the helpfulness of reviews.Third,brand strength has an important regulatory role in the diagnossticity and the credibility of the pictorial reviews to the helpfulness of the hotel online reviews.Brand strength diminishes the positive influence between the number of pictures and the helpfulness of reviews,and enhances the influence between the number of the concepts and the helpfulness of reviews,and diminishes the positive influence between the personal information presentation and the helpfulness of the reviews.Based on the conclusions of this paper,online review sites should be aware of the importance of pictorial reviews,and perfect the website evaluation system to better carry out the network marketing activities through online reviews,and strengthen the experience of users and increase consumer loyalty.The theoretical significance of this paper lies in as follow.Firstly,as a point of the hotel industry,the impacting factors of the characteristics of online reviews usefulness develope from reviewers characteristics,star rating and text content to the pictorial content,expanding the related theory and method of online reviews and its usefulness.Secondly,the application of the framework about "diagnosticity-credibility" ranges from text to visual content,impact force and credibility from the diagnosis of the two dimensions of the picture comment on the usefulness of the previous research,not only can solve the problem of fragmentation,but also analyse the factors which influence the online reviews'helpfulness more systematically.The practical significance of this paper lies in as follow.Firstly,the e-commerce platform,a more accurate and effective online reviews for the e-commerce enterprises to build an integrated picture content,text content,content of the star rating the usefulness of the evaluation mechanism,improve China's e-commerce platform competitiveness.Secondly,to provide products and services businesses online comments,merchants can use pictures thediscrimination impact on performance,continuous improvement and optimization of products or services.Thirdly,for consumers,it conducives to reduce the consumers from massive online reviews find valuable information on the cost,consumer decision-making risk reduction,and improve decision-making efficiency and consumer welfare.