| The development of E-commerce makes users more convenient to obtain product information.In the traditional consumer market,word of mouth is one of the important factors that people consume,and the rise of Internet also makes traditional word-of-mouth move towards electronic word of mouth.Electronic Word of Mouth(eWOM)is an evaluation of products and services issued by the consumers through the network platform.Electronic word-of-mouth can be transmitted in a variety of forms,in which online reviews are one of the more widely used forms.Online reviews can help consumers get a lot of information needed at low cost,thus obtain the favor of consumers,but a large number of online reviews unreliable has brought great distress to the development of electronic commerce,which makes the research of the reliability of online reviews has gradually become a research hotspot.This paper studies the factors that influence the reliability of online reviews,analyzes the moderating effects of product type,and puts forward suggestions for the development of consumers,sellers and platforms based on the experimental results.This paper first describes the research background,research questions and significance of the research,then puts forward the research framework and technology roadmap,then carries on the literature review,and introduces the related theories and principles.Based on the theoretical analysis,this paper constructs the online commentary reliability impact factor model.Next,we use Word2 Vec method to mine variables in the theoretical model,and introduce the text mining method and implementation.In this paper,we build a regression empirical model to study the factors influencing the reliability of online reviews,and analyze the moderating effect of product type on the relationship between positive emotion tendency and online reviews reliability.First,the length of the review text has a positive impact on the reliability of online reviews.Second,negative emotional tendencies have a positive impact on the reliability of online reviews.Third,positive emotions of experiential products have negative effects on reliability of online reviews.Positive emotions of search products have a positive impact on the reliability of online reviews.This paper gives the following management inspiration from the perspective of consumers,sellers and platforms:Consumers should pay attention to the online reviews of long text content.The purpose of reading a lot of long comments is to get the attributes and user experience related to the goods.The more information contained in online reviews,the more comprehensive the consumers' perception of products.Then,consumers should pay more attention to online reviews with more negative emotions,which can objectively analyze the real situation of products from multiple perspectives.The seller should pay close attention to the online reviews of the goods at the beginning of the sale of the goods,and respond and interact in time to create a good reputation for the goods.Then sellers should encourage consumers to publicize themselves through online word-of-mouth after consumption,and analyze specific online reviews to improve customer service,shipping and product attribute introduction.The platform should be further excavated for online reviews to better perform online reviews.Secondly,for the users who usually write reliable online reviews,the platform should give further attention to the establishment of a user hierarchy and give certain privileges and benefits.At the same time,the platform should enrich the evaluation index of goods to reflect the comprehensive evaluation of the product,which can not only save a lot of time and energy for consumers,but also make consumers more objective and effective to make their own shopping decisions. |
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