| With the improvement of the online shopping market environment in China,the relevant systems for online shopping have also been continuously improved.Under such a good momentum,e-commerce is extending to all areas of social life.In the online shopping process,the inability to have a real experience of the product before purchase has always been a major factor restricting the development of online shopping.Because of this,online reviews play a very important role in our daily online shopping.However,the quality of online reviews can be divided into true and false,good and bad.When consumers have limited knowledge of products and reviewers themselves,they can not correctly identify whether online reviews are authentic and reliable.With the advancement of society,people will only face more information bombardment.Therefore,research on information screening and discrimination is of great significance both in theory and in practice.Based on the reality,domestic and foreign scholars have used different methods to explore the usefulness of information from different perspectives and disciplines.But,most of the past research objects only end on the review data on a certain website,and rarely discuss the review data of different types of websites.So,for different types of websites,will the same online reviews give consumers different feelings?Is there any difference in the usefulness of web reviews at this time?If there is a difference,what is the difference?For these issues,past studies have not been carefully explored.Therefore,this article attempts to analyze and discuss these issues by collecting a large number of online reviews.After fully researching the literature of China National Knowledge Infrastructure and Web of Science,Science Direct and other databases,this paper decided to use empirical research methods to select Taobao and Jingdong Mall to explore and compare the various online shopping platforms.In this study,"locoyposter" data collector was used to crawl the review data of the two websites.Through the data elimination and cleaning,a total of 2045 online review data of the two websites were obtained as samples of the study.and the depth of the reviews,the number of pictures and the number of pictures were established.review on the mechanism model of the effect of three independent variables on the usefulness of online reviews,and the type of website as a regulatory variable to analyze its role in the middle.Using SPSS22.0 to carry out regression analysis between variables,the final study found that the depth of reviews and the number of pictures positively affected the usefulness of online reviews,and the effect of review price on the usefulness of online reviews was not significant.In addition,through regression analysis of interaction terms and dependent variables,the study also found that the site type moderates the impact of the depth of reviews and the number of images on the usefulness of online reviews.Among them,in terms of depth of review,C2C websites have less influence than B2C websites,while the number of pictures is opposite.C2C websites have more influence than B2C websites. |
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