Research On The Influential Factors Of Online Custome Reviews Of E-Commerce Platform

The popularization of the Internet technology,the constant standardization of the logistics industry and the improvement of online payment security has driven Internet users' enthusiasm for online shopping.Due to the virtual nature of the network,consumers are not exposed to real products during their online shopping,and consequently,online reviews have become an important tool for consumers to understand products.After reading online reviews,consumers can learn about the experiences and feelings of other buyers using the product and thus form a preliminary understanding of the product or service.The extent to which an online customer review can help other consumers make purchase decisions reflects the helpfulness of the reviewer's online customer review.This raises series of research questions,such as what factors influence the helpfulness of online customer reviews,how these factors affect the helpfulness of online customer reviews,whether there are interactions between the factors that influence the helpfulness of online customer reviews,and what kinds of online customer reviews are more helpful and so on.With the support of Social Impact Theory,Information Accessibility and Diagnostic Theory,combined with the Elaboration Likelihood Model and Information Acceptance Model,this study explores the influencing factors of the helpfulness of online customer reviews posted on e-commerce platforms.This study first reviews the helpfulness of online customer reviews and online customer reviews and their related theories.Then,based on existing related literature and research theories,it makes hypotheses on the factors that affect the usefulness of online reviews and establishes research models.Subsequently,this study used Amazon website as a research object,collected online customer reviews and the information of online reviewers and other related data,used SentiStrength to score the emotions,and used Stata and SPSS to model the data.After model fitting and robustness tests,testing whether the model supports hypotheses,a the final conclusion is drawn.From the practical point of view,the conclusions of this study can enhance consumers' understanding of the helpfulness of online customer reviews and reduce the negative impact of excessive information overload caused by online customer reviews.For developers of online review systems,it helps developers to upgrade existing online commenting system to make them more suitable for users'needs.For online merchants,this research helps them to review and display reviews,thereby increasing product sales.The innovative points of the study is that the order of reviews,the emotional intensity of reviews,and whether the reviewer purchases goods are added,which enriches the existing research framework for the helpfulness of online customer reviews and makes the research framework more relevant.Consequently,the model can more fully reflect the factors that influence the helpfulness of e-commerce platform online customer reviews.