Study On The Impact Of Review Valence On Review Usefulness: The Moderating Effect Of Regulatory Focus And Self-other Decision

With the full popularity of the Internet and mobile Internet,online shopping has become an essential shopping method for most consumers.Online commentary,as the main form of online word-of-mouth,is also an important factor affecting consumers' purchasing decisions.In the era of information overload,consumers need to spend more time and energy to judge the usefulness of comments.So in thousands of comments,quickly reviewing comments that are useful to you is critical to purchasing decisions.However,consumers with different personality traits may have perceived differences in the usefulness of the same comment.In addition,in daily life,we inevitably face situations that make decisions for others,such as giving gifts,making suggestions for others,and so on.When making decisions for different decision-making roles,the usefulness perceived by reading reviews may also differ,and in self-decision,analysis is more rational.In recent years,self-other decision has also become a research hot spot of behavioral decision-making,but the research is still controversial.This article will combine regulatory focus and self-other decision to explore the effect of review valence on review usefulness.This paper uses three experiments to verify the hypothesis.Experiment 1 is 2(regulatory focus: promote orientation vs.defense orientation)× 2(review valence:positive review vs.negative comment)experimental design to study the effect of review valence on review usefulness and the regulation of regulatory focus in it.The empirical results show that negative comments are more useful than positive reviews.For prevention focus consumers,there is a significant difference in the impact of evaluationvalence on the usefulness of reviews,and the usefulness of comments that are negative comments is higher than the usefulness of positive reviews.Experiment 2 is an inter-group experimental design of 2(self-other decision: own vs.for close friends)× 2(review valence: positive comments vs.negative comments)to explore self-other decision in review valence to review usefulness.The role of regulation in the impact.The empirical results show that the negative comments are more useful for self-decision,and the usefulness of positive and negative comments for others is not significant.Relative to consumers making decisions for others,defensively oriented consumers are far more useful for self-decision negative comments than for positive reviews.Experiment 3 is an inter-group experimental design of 2(self-other decision: own vs.for close friends)× 2(regulatory focus: promotion focus vs.prevention focus)× 2(review valence: positive review vs.negative review)to study the regulatory focus and self-other decision jointly adjusted the effect of review valence on review usefulness.The empirical results show that consumers who are prevention focus are more useful for negative comments on their own decisions;while consumers who promotion focus are more useful for comments that are positively commented on others' decisions.From the above conclusions,we can get the following marketing inspiration:(1)For consumers,we should attach importance to the role of online reviews and get useful product information,quality and service feedback from reviews;strengthen the understanding of their own personality traits,reduce the interference of useless reviews;reduce the sense of introduction when making decisions for others,make more rational judgments,and avoid impulsive consumption.(2)For businesses,online reviews should be sorted out and classified in a timely and reasonable manner;different reviews should be ordered according to different types of consumers;different reviews should be ordered according to different types of gift purchases to meet the purchasing needs of such consumers and accelerate purchasing decisions.