Abstract:

In order to improve the efficiency of the apparel E-commerce review system, by using the situational experiment research method, two independent variables of online review valence and content attribute as well as the adjustment variable of online sale mode were analyzed, and the influence factors of helpfulness of apparel online review and purchase intention from the review searcher's point of view were detected. The results show that online review valence has significant impact on helpfulness and purchase intention, and online review content attribute influences purchase intention. In the presale mode, consumers' perception of the helpfulness of reviews is more influenced by negative review than positive review. And in the normal sale mode, consumer’s perceived helpfulness is more likely to be influenced by product-attribute review than service-attribute review. When it comes to reading garment product-attribute review, negative review is more important than positive reviews on purchase decisions.

Key words: helpfulness of online review, online review valence, online review content attribute, purchase intention