Impact Of Review Valence And The Rank Of Viewer On Perceived Usefulness Of Reviews

Through combing the domestic and international online reviews empirical research and on the basis of Uncertainty Reduction Theory,this study used information adoption model as a reference and constructed a theoretical model of online reviews influencing factors.Two angles of information features of the comments and critics characteristics was discussed based on the comment on the usefulness of the influencing factors,and the types of products and regulatory role has also been discussed.This study collected the effective user reviews of the Amazon of 6 products a total of 4258,through the method of regression analysis,and discusses the effects of review valence and reviewer reputation on perceived usefulness,and the regulatory role of product type.The conclusions are as follows:(1)the perceived usefulness of the search product reviews is higher than that of the experiential product;(2)the valence of the review has a negative impact on the perceived usefulness of the review,and the perceived usefulness of the negative comment is higher than that of the positive comment;(3)the product type plays a role in the relationship between the valence of the comment and the perceived usefulness of the comment,specific performance for negative comments than positive comments more easily perceived as useful and this phenomenon for the experience type products is more obvious.(4)the rank of reviewer has a negative effect on perceived usefulness,the more the person to comment on the front,the higher the perceived usefulness of their comments;(5)product types plays regulatory role in the relationship between reviewers reputation and comments on the perceived usefulness,the specific performance is when the reviewer's reputation reduce(that is ranked number is larger)product reviews of perceived usefulness decreased,and the trend for the experiential products is more obvious.Finally,the researcher reflect the deficiencies of this study from the research sample and other factors that may impact review perceived usefulness.The research direction for the future prospec tand the theoretical and practical significance has also been discussed.