| Summary: | 碩士 === 國立中央大學 === 企業管理學系 === 104 === With the developed of the Internet, the information no longer limited to transmit face-to-face. Consumer can acquire product information and online review from the internet. Online product reviews are important determinants of consumers’ purchase decision. Consumers suppose that online reviews or electronic word-of-mouth (eWOM) is more useful because they generally trust peer consumers more than advertisers. However, the number of reviews on the Internet, consumers are hard to identify whether the online review is helpful or not. Therefore, this study tried to figure out how to evaluate the helpfulness of online reviews.
This study use “ helpfulness” and ”online review ” for keyword to search for eWOM direct-related literatures. We sorted out the contents of the review characteristics (review depth and word count, quantity, quality, valence, review extremity and star rating), product type (search products and experience products, hedonic products vs utilitarian Product), reviewer characteristics (innovativeness , expertise) will influence the consumer to evaluate online reviews.
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