A study on the impact of positive and negative comments on consumers' perceived usefulness

With the rapid development of e-commerce, online comments has become an important reference for consumers when choosing, purchasing products or services. This paper takes the number, quality, form, timeliness and credibility of the comment as the starting point, adopts the questionnaire survey method, takes the college students as the main research object, and uses the factor analysis and regression analysis methods to study the differences in the impact of positive and negative comments on consumer perceived usefulness who purchase electronic digital products online. This study found that the impact of different types of comments on consumer perceived usefulness is quite different. Different commentary factors have different effects on consumer perceived usefulness, and corresponding countermeasures and suggestions are proposed.