Analysis of the Usefulness of Online Reviews Based on Different Moderating Effects

Goods online review has become the important reference factors that influencing customers to buy online, we have some improvements which are based on the existing manual annotation of useful variables, what the score deviation and the detailed degree are put forward, then from the angle of review content and reviewers to study the influence factors of online review usefulness. Through the empirical analysis, we find that user type has no obvious effect on the usefulness, while the score and the text length have a positive influence on review usefulness and moderated by the effects of score deviation, detailed degree of review, the time interval and location, as well as the commodity brand. This article has provided a new direction and theoretical basis for the research of online reviews usefulness in future.