Users' Attributes Associated With High-Quality Review In Online Communities

High-quality review within an online travel review community greatly determines the survival and success of the online travel community.As such,it is crucial for community operators to understand two questions:(1)what kind of reviews are high quality reviews(2)which kinds of reviewer are more likely to share publish high-quality review.However,these two topic not yet adequately investigated in e-commerce research.So this paper answers these two questions through the work of high-quality review feature analysis and high-value reviewer feature analysis.In study of the characteristics of high-quality reviews,first,we propose a theoretical model based on the motivation of reviewers' online virtual communities.Then,we use real online travel review data and logistic regression to verify the proposed hypotheses.The study found that for the community,longer reviews are more likely to be high-quality reviews for abundant information.Reviews with images and topics are more likely to be of high quality because of their readability.In study of the characteristics of high-value reviewers,we combine social capital theory and social cognition theory to propose theoretical models from three dimensions(the personal characteristics,social characteristics,content characteristics).then multiple linear regression is used to verify theoretical hypotheses.The results show that in terms of personal characteristics,the number of reviews positive impacts on the value of the reviewer.In terms of social characteristics,the more fans,the higher value of reviewer.From the aspect of the reviewer's content characteristics,those who are willing to extract the topic of the review have higher value to the community;on the other hand,there is an inverted U Curve relationship between the average review length,the average number of pictures and the value of the reviewer.The contributions of this paper are mainly as follows: On the theoretical level,first of all,this paper first introduces a third-party evaluation mechanism to study the characteristics of high-quality reviews.Secondly,this paper combines social cognition theory and social capital theory for the first time to explore the characteristics of highvalue reviewers who can produce a large number of high-quality reviews in the community.Third,for the first time,this paper applies social capital theory and social cognition theory to the research of online travel community reviewer characteristics,it expands the application scenarios of these two theories.From the application level,the conclusions of this paper can help e-commerce platforms and online virtual community managers to develop management strategies.