Research Progress of Online Review Content Based on Interpretation Level Theory

Abstract

Online reviews have become the main method of information dissemination, an important factor in consumer purchase decisions, and an important basis for merchants to improve their services. It has attracted the attention of scholars. The application of explanation level theory in consumer behavior research has begun to show an increasing trend. After sorting out the existing literature, it is found that the online review literature based on the interpretation level theory mainly studies the impact on consumers’ purchase intention from the three perspectives of reviewers, review content and review readers. Among them, the content of comments is mostly discussed in terms of comment type and information quality, but it has not been systematically summarized. Using the literature review method, based on the interpretation level theory, the review type, information quality, interpretation type and perceived similarity are analyzed from the perspective of review content, and the existing literature is sorted in order to provide references for future research.