Analysis of the Factors that Influence Online Reviews Helpfulness: Based on the Regulating Effect of Product Type

Abstract

Abstract:

Online reviews become important on consumers' shopping decision. On the basis of the reviews feature, this paper collectsTaobao's mass information. By large sample analysis, we find that the reviewer's credit rating, the length of the text, upload pictures, additional reviews and seller's reply have positive effect on the helpfulness of online reviews. Credit rating, moderate or poor reviews, additional reviews, seller's reply have more important effect on the helpfulness of online reviews in experience goods. Upload pictures have more important effect on the helpfulness of online reviews in search goods.

Key words: helpfulness of online reviews, product type, moderating effect

Zhang Yanhui, Li Zongwei. Analysis of the Factors that Influence Online Reviews Helpfulness: Based on the Regulating Effect of Product Type[J]. , 2016, 28(10): 123-132.

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