Research On The Influential Factors And Evaluation Methods Of The Usefulness Of Dual Channel Reviews Under The B2C Mode

Since 2011,the B2 C model has successfully occupied most of the market today.The rapid development of the B2 C model has changed the consumption patterns of a large number of people to a certain extent.More and more netizens are participating in this online shopping activity.Therefore,the way consumers understand product information is gradually changing.According to the survey,82% of online shoppers will read online product reviews before buying online.Online reviews have gradually become an important reference for consumers before online shopping.Therefore,more and more merchants and online platforms recognize the importance of product reviews.To this end,B2 C websites of different models have begun to establish online customer review systems to help consumers make purchase decisions.Faced with such a large number of reviews,how can consumers find the most helpful product reviews has become the most common problem in online shopping.This article takes e-commerce platforms and third-party network platforms as research objects,from the perspective of consumers,combines qualitative and quantitative analysis,and obtains the usefulness of dualchannel reviews in B2 C mode by collecting and analyzing the review data of e-commerce platforms and third-party platforms Influencing factors.And on this basis,determine the evaluation index of the usefulness of dual-channel reviews.Including three secondary indicators and nine tertiary indicators.The meaning and recurrence of each index in the evaluation index system are fully elaborated,and the weight of each index is calculated by applying the analytic hierarchy process.Finally,an empirical analysis of a product on an online platform verifies the feasibility of the evaluation index system.Finally,according to the research results,we made feasibility suggestions for macro policies,B2 C business platforms,merchants and users.In order to enrich the theoretical and practical research on the influencing factors of the usefulness of online reviews and the rational construction of the evaluation system of the usefulness of online reviews.Based on the research of previous scholars,this article proposes the concept of dual-channel reviews,which enriches the content of online review research and provides a new perspective for online review research.At the same time,it also provides help for consumers,merchants and platforms to build an online customer review system.Provide a certain reference for the improvement of online review research.