earticle

영어

With the popularization of online shopping, consumers have more choices to make purchasing decisions due to the diversity of brands, but due to the nature of online shopping, consumers can not directly check products and face uncertainty about the quality of many products.,Therefore, online reviews are more important for consumers to indirectly evaluate various aspects such as price and quality of products. Consumers can reduce information asymmetry and make purchasing decisions through online reviews, and reviews are more reliable than anonymous consumers' direct reviews, compared to seller information that is considered to have intent. More than 90% of reviews have been found to influence consumer purchasing decisions. In this situation, e-commerce companies offer incentives such as giveaways and discounts to high-ranking reviewers in order to obtain more customer reviews; that is because the more product reviews, the higher the customer's interest in the product. This study provides practical implications for the analysis of reviews that have not been used mainly due to the limitations of various product lines based on the generalized topic framework.,In addition, when the individual consumer's review usefulness voting pattern is reflected, more significant reviews can be placed at the top to induce the purchase of the product, and thus can be applied to the online consumer's personalization recommendation system in electronic commerce.