Study on the Influencing Factors of the Helpfulness of Online Review Based on Commodity Types

Abstract

[Purpose/Significance]The research on the usefulness of online reviews helps to improve consumer welfare, scientific management platform and accurate marketing of goods. It can effectively enhance user participation, enhance user stickiness and promote purchase decision. It is the focus of academics and businesses. [Method/Process] This paper established a hierarchical regression model based on the online negative reviews of search and experience products sold by Taobao, and explored the usefulness of different factors on online negative reviews from two dimensions: Comment content and reviewer characteristics. And ranked the importance factors under the adjustment of commodity type. [Result/Conclusion] The influencing factors of online reviews were regulated by commodity types. For experiential products, additional images and detailed objective descriptions in online negative reviews could promote consumers to make purchases decision. While for the search-type products, comment timeliness, length of comments, and professionalism of reviewers have a greater impact on the usefulness of reviews.