| Online reviews are playing a more and more important role in the popularity and success of e-commerce.Reading product reviews is an important procedure before consumers make a purchase decision,which helps consumers to know the future information and reduce the uncertainty of the shopping experience.Online reviews may be a threat or an opportunity,so retailers.manufacturers.website designers are paying more and more attention to online reviews.However,the rapid growth of online reviews has led to a large number of commentators.Theoretically,tens of millions of reviews provide consumers with more information,but it also causes some problems,such as information overload.Among the many factors associated with online reviews,"review helpfulness" is particularly important because it represents the subjective evaluation of the value of the comment and also indicates the useful information contained in the review.Compared with the research on the impact of online reviews on product performance or ranking,recent scholars have shifted their attention to the antecedents of online reviews,especially the features that affect the perceived helpfulness of online reviews.The helpfulness of a review is determined by a variety of factors.On the basis of online tourism reviews,this paper studies the factors that affect the perceived helpfulness of consumers.On the one hand,it combines the new features of the online tourism review and introduces the text analysis technology into the exploration of the factors affecting the perceived helpfulness.On the other hand,this paper consider the mediation effect of rating difference in the sight of collection feature.The research model of online review helpfulness in this study is based on rich literature,from how people are persuaded and influenced by information,to especially the Dual Process Theories,at the same time combining the Heuristic and Systematic Model(HSM)and the information adoption model,builds theoretical model and empirical model of the factors on the helpfulness of online reviews.Our focus is not on numerical rating,but on the review text content.Using the real data collected by Tripadvisor.com,this paper is particularly focused on two aspects of the systematic and heuristic factors:the extent of the text similarity with the existing review text,the average rating deviations from the existing reviews.Using textual analysis and negative binomial regression models,based on 322,762 hotels reviews of Tripadvisor.com,the hypotheses are tested empirically.The empirical results show that the comment text similarity has a significant negative impact on the helpfulness of comments,the more dissimilar the content of the review text is,the higher the helpfulness of the review text.the score deviation has a significant impact on the helpfulness of comments,and the more negative the comment deviation and the greater the helpfulness of comments;the rating deviation certain moderating effect on the helpfulness of the comment text similarity,that is,compared with the positive score bias,the negative bias has a more negative effect on the helpfulness of the commentary text similarity.The difference between this study and previous studies are:First of all,from the point of view of the text,the effect of text similarity on the helpfulness is studied;On the second,it not only pays attention to the individual characteristics of the review,but also integrates the features of the commentary into the consideration,and explores the individual comments caused by the different features of the set.This research adds new theoretical insights to the research on the helpfulness of line reviews.On the one hand,it can help online users write high quality comment information.On the other hand,it helps businesses to design the online evaluation helpfulness ranking system and can get good practical application in e-commerce. |
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