Research on the Usefulness of Online Reading Community Reviews Based on IAM-I Model

Abstract

[Purpose/significance] Online review is an important carrier of knowledge exchange for users in reading community. In order to help the reading community improve the review system and raise the usefulness of book reviews, exploring the intermediary role of online interaction in the usefulness of book reviews will help to further tap the value of online review. [Method/process] Based on IAM model, this paper constructed IAM-I online reading community review usefulness influencing factor model, and used OLS regression and Bootstrap mediation test to explore the effect mechanism of comment information characteristics and reviewer characteristics on review usefulness and the mediating effect of online interaction. [Result /conclusion] The results show that the characteristics of comment information and commentators can affect online interaction, online interaction plays a full mediating role in the relationship between the characteristic of text length and comment usefulness, and a partial mediating role in the relationship between the characteristics of commentators and comment usefulness. That is to say, online reading community can improve the usefulness of comments by encouraging online interaction.

Keywords

• review usefulness