体验型商品在线评论有用性影响因素研义究-建筑与土木工程专业毕业论文.docxVIP

体验型商品在线评论有用性影响因素研究Research 体验型商品在线评论有用性影响因素研究 Research on the influencing factors of the usefulness of the online review of Experiential Product Abstract The emergence and development of the Intemet have changed people。S way of life．B2C， C2C，020 and other types of e-commerce marketing models constantly arise，breaking the traditional shopping pattems．The proportion of online shopping population occupies more and more，which indicates that we have already entered the era of network marketing．While online shopping brought US a convenient and fast consumption experience，it also increased the impact of information asymmetry between sellers and consumers．Compared to the traditional offline buying pattem which offers a direct contact with goods，COnsLIlTIers only get a superficial impression through those secondhand information of description and pictures on the website．The sense it offers is much less impressive． However，online reviews Can effectively solve the problem of asymmetric information． Through reading the real experience of other purchasers，consumers Can deepen their understanding of the quality of commodity and reduce the perception of risk． However，in the era of information explosion，the number of online renews is explosively increasing．The increasing comments have been beyond the range of people’S control that consumers Can not read all the comments．And the problem of information overload has arisen．Therefore，it is necessary to study which comments are useful and which are not valuable references．It needs to explore the factors which influence the usefulness of online reviews and how they function,SO that the system Can automatically sort the comments in accordance with the usefulness and recommend those higMy useful comments to consumers to shorten the information screening time． After a large number of literature review，this paper adopts information availability theory，diagnosis theory，dual process theory，attribution theory and perceived risk theory as the th