Abstract：Based on information adoption theory, the information quality can be implied by the number of useful reviews, negative reviews and pictures. This study constructs the information adoption model and uses the massive online review data of Taobao network. The results show that the numbers of useful reviews, negative reviews and pictures have significant positive impact on the review usefulness. When it comes to experience products, the effect of negative reviews is more powerful. The sellers’ reply plays a mediating role. The numbers of useful reviews, negative reviews and pictures have a positive impact on sellers’ replies, then sellers’ replies will have a positive effect on the review usefulness.
张艳辉，李宗伟，赵诣成. 基于淘宝网评论数据的信息质量对在线评论有用性的影响[J]. J4, 2017, 14(1): 77-.
ZHANG Yanhui，LI Zongwei，ZHAO Yicheng. How the Information Quality Affects the Online Review Usefulness?——An Empirical Analysis Based on Taobao Review Data. J4, 2017, 14(1): 77-.
2017, Vol. 14 
