| With the popularity of the internet,the proportion of online shopping grow rapidly.Although the online shopping brings consumers convenient,but it aggravates the problem of information asymmetry between the buyers and sellers.Online review is an effective means to solve the problem of information asymmetry.Consumers can increase their awareness of the quality of commodities by referring to the views and suggestions of other purchasers,and then reducing the uncertainty of information.However,with the interacting between users and Internet more and more frequently,the number of online reviews increase rapidly,resulting in problem of information overload.Complicated reviews make it difficult for users to search for useful information to make quick purchase decisions.Therefore,it is necessary to study the factors of the useful reviews of the user's perception and recommend high quality reviews which can help them to make the scientific and rational decisions.This paper choose the experiential products as the research object,and take online review utility as the research goal.Two kinds of utility evaluation models are designed.One is multi-dimensional comprehensive evaluation model(MUEM)and the other is utility evaluation model based on commodity-comment similarity(SUEM).Based on the theory of ELM,MUEM divides the factors of online commentary into five dimensions by referring to the information adoption model and the characteristics of the experiential goods,and applying information diagnostic theory and perceptual usefulness theory to design index system whch contains length of the comment,comment on the degree of emotion,comment time and other ten representative indicators.Finally based on the MUEM,using the method of factor analysis to evaluate and sort the reviews.Based on the attribution theory,this paper puts forward the utility evaluation model based on commodity-comment similarity which can extract comments that reflect information of most of the other comments.This paper choose the hotel reviews of TripAdvisor website as the sample data,and use SPSS and JAVA tools to test the two sorting models.Finally,we design questionnaire to compare the advantages and disadvantages of the two utility evaluation models.The results of the questionnaire show that MUEM can more effectively present the high quality comments to the users,and can be used as the sorting mechanism of the online comment on the experiential commodities platform.The research of this paper has the following significance.First,the methods and ideas in this paper solve the problems in the online comments research to a certain degree,and have the theoretical value and practical significance by the construction of sorting mechanism of the experiential commodities platform;second,it can recommend effective online reviews for consumers and prompts consumers to make scientific and rational purchase decisions;third,it can provide a reasonable reference to improve the quality of the comments,professional and authority of commentators. |
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