Research On The Influencing Factors Of The Usefulness Of Online Reviews In The Context Of User Community

With the growth of the number of Internet users and the continuous optimization of the convenience and security of online shopping,more and more consumers choose to read the product related online comments to form a preliminary understanding of the product before making purchase decisions,reducing the uncertainty of shopping.Different from the traditional e-commerce model,users in the community often form a product related relationship network because they have the same purpose.Using social network to break the barriers between consumers and enhance social connection has the dual significance of social and business.At the same Time,user communities are paying more and more attention to online comments to improve the stickiness of the community,ensure the high quality of platform content,and create a more active community.In the past,a large number of literatures have studied the influencing factors of the usefulness of online reviews on traditional e-commerce platforms(such as JD,Taobao,Amazon,etc.).So,what factors affect the usefulness of online reviews in the context of user communities? How do they affect? Is it different from the previous study?Based on the Social Impact Theory,Dual Process Theory,Information Availability and Diagnosis Theory and Attribution Theory,the paper explores the influencing factors of the usefulness of online comments of user communities,puts forward hypotheses and establishes research models.This paper mainly uses empirical research,taking XiaoHongShu community as the research object,collecting 13113 available comment notes,using Python SnowNLP to score the emotional tendency of comment notes,using Stata15.1 software to carry out negative binomial regression model fitting and Poisson model robustness test on the data.The results show that in the community situation,the length of comments,the number of comment pictures and the emotional tendency of comments all have a positive impact on the usefulness of online comments.The professionalism of commentators,the openness of commentators’ personal information and the social network characteristics of commentators also have a positive impact on the usefulness In addition,this study proves that product brand reputation has a moderating effect on the length of reviews and the number of reviews,and the interaction between reviews and interactive reviews also exists.In view of the usefulness of reviews in the traditional e-commerce context,the characteristics of this study are to take into account the social characteristics of the community context,refine the characteristics of reviewers into two Levels: the individual characteristics of reviewers and the social network characteristics,and introduce the new variable of comment interaction characteristics.In addition,this study introduces the brand reputation of products as a moderating variable to study whether the different brand reputation affects the impact of comment length and the number of comment pictures on the usefulness of comments,and discusses the inconsistency between the conclusion of the usefulness of online comments of traditional shopping websites in the context of user community.The practical significance of the study is to help improve the efficiency of information acquisition for consumers,help product producers to provide suggestions for improvement,and promote the release of high-quality content on the community platform.