Research On The Influencing Factors Of The Perceived Usefulness Of Online Reviews In O2O Catering Industry

With the development of Internet technology,the application of O2 O mode in catering industry becomes more and more widely.In the sake of that,consumer behavior and the way of getting information also have changed.before making a purchase decision,more and more people turn to User-Generated Content(UGC)on the internet for help.Especially,the reviews about the product on internet platform get more and more attentions from customers.Besause they have become an important medium for consumer to gain product information before making a purchase decision,an important channel for potential consumer to know more about the product and service quality;but also a favorable way for enterprise to communicate to customers,,and improve their merchandise sales provide.However,with the growing number of comments,online reviews also have appeared overload problem.Consumers should spend a lot of time to browse when their are too many online reviews.In order to provide convenience for consumers and improve their satisfaction,e-commerce website should help consumers to identify the valuable comments in order to save time.At the same time,companies can take appropriate measures based on the information that consumers concerned about to improve its products or services to improve their market competitiveness.The study on which factors influence online reviews ‘s usefulness plays an important role for solving the problem.Therefore,many scholars at home and abroad research a lot on the influence factors of usefulness for online reviews,but most of the researchs are about foreign review site,not about O2 O catering industry in China.Therefore,this research will be based on online reviews in O2 O catering industry at domestic.To verify the impact model,we study a lot Relative theory and scholars' research.then we collect data about online reviews of catering industry to analysis to find out the influence factors of usefulness for online reviews in O2 O catering industry.Our research show that,reviews with longer taxt and a higher level of reviewer expertiseboth have a positive effect on perceived usefulness of the reviews,but the earlier Published review and review star rating have a negative effect on perceived usefulness of the reviews.What's more,brand can adjust the relationship between them.Finally,we make some suggestions based on our research as well as point out the limitations of this study and directions for future research.