Abstract:

Based on the perspective of knowledge characteristics, this paper constructs a system

of influencing factors of online reviews. The approval number and number of Q&A of online reviews

are used as evaluation indicators for the helpfulness of online reviews. Using Tobit Model to analyze

the influence of knowledge characteristics on the helpfulness of online reviews. The results show

that: There is a significant negative relationship between knowledge stickiness and the helpfulness

of online reviews. Knowledge breadth has a significant positive effect on the helpfulness of online

reviews. Knowledge density has a positive and significant effect on the number of Q&A of online

reviews, but it has no significant effect on the approval number of online reviews.

Key words:

Online review Helpfulness Knowledge characteristics Tobit model

CLC Number: 

• G230