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Research on the evaluation index system of online reviews helpfulness

Consumers are increasingly applying online customer reviews (OCRs) to estimate product quality and merchant services before online shopping. Therefore, it is paramount for marketers to realize what affect online customer reviews helpfulness. Helpfulness of online reviews can be influenced by multi-typed factors. Based on the Berlo communication model, this thesis established a preliminary index system consisting of 26 indicators in 3 layers. Then, through the mean value and variable coefficient analysis, the final index system including 19 indicators was constructed and provided interpretation of these indicators.