Formation Mechanism Of Perceived Usefulness Of Online Review In Integrated Perspective:Interaction Of Information-Customer-Product

With the development of Web 2.0 and “Internet+”,the online car ordering,Internet reservation,network overseas purchasing and other online consumer behavior have become more and more popular.The development of various social platforms has also enabled the word-of-mouth effect to be successfully applied to Internet context,forming an electronic word-of-mouth effect based on online review.Compared with traditional marketing method such as advertising dominated by company,the marketing influence of online review has been increasing.Business usually use various incentives to guide consumer to give positive review in order to attract potential customer and improve product sale.However,opinions such as “brushing” and “Paid Poster”mixed in numerous online reviews,which greatly interfere with consumer's perception.Therefore,how to search for high-quality review to improve the efficiency of decision-making has become a marketing topic for scholars.Based on regulatory focus theory,this paper integrates three aspects of online review,consumer and product,explores the impact of online review and regulatory focus on perceived usefulness of online review through two groups of situational experiment,and analyzes the different influence between tangible product and service product.Experiment 1 through empirical analysis of tangible product reveals the negative bias effect of online review,that is,consumers feel that negative review is more useful than positive one.And the perceived usefulness of attribute-value review is higher than that of simplerecommendation review,but the main effect of regulatory focus and the interaction effect between review type and regulatory focus does not exist.Experiment 2 reflects the negative bias effect of online review does not exist for service product,that is,the perceived usefulness between negative review and positive review is not significant,and the same between attribute-value review and simple-recommendation review,but there is a significant main effect of regulatory focus and a interaction effect between review type and regulatory focus.By comparing two groups of research conclusion,it is found that the interaction effect between review valence and regulatory focus does exist for both service product and tangible product.Moreover,there are also an interaction effect of review valence,review type,and regulatory focus,that is,for promotion-focused consumer,the perceived usefulness of attribute-value review is higher when it is positive,while simple-recommendation review is more useful when it is negative;and for prevention-focused consumer,these two types of review are more useful when they are negative.This paper,based on the classification of service product and tangible product,takes online review and product type as objective factor,and then combines subjective factor of consumer to build a formation mechanism model of perceived usefulness of online review from the perspective of informationconsumer-product.A systematic research of perceived usefulness of online reviews is carried out through the method of situational experiment.The relevant research conclusions are refined from the subjective perspective of consumer,which deepens the understanding of consumers' online review usage behavior.At the same time,it also provides practical and operational value for the enterprise management.