| Summary: | 碩士 === 國立中正大學 === 行銷管理研究所 === 103 === With the rapid development and popularity of the Internet, Word of Mouth (WOM) is no longer limited to the face to face this kind of traditional way to convey the messages, and now consumers can rely on the convenience and instantaneity the Internet provide to search the information and others’ experiences of the product they are interested in and have intention to buy. Nevertheless to say, online reviews gradually become the most important part that affect consumers’ decision making. However, there are numerous online reviews can be accessed, but what types of the online reviews can be thought helpful by consumers has not been thoroughly researched. Therefore, we conducted a 2 × 2 × 2 experiment design to explore and investigate what factors would influence consumers. Our study examined the effect of product types (hedonic good and utilitarian good), review source (expert and non-expert) and review extreme (extreme and non-extreme) on consumer perceived the helpfulness of online reviews. The results of the experiment revealed that product types, review source and review extreme have direct impact on the helpfulness of online reviews. And we found no interaction effect of these three factors. The findings provided theoretical and practical contributions and implications. In theoretical part, we have further research on helpfulness of online reviews, and in practical part, the findings can give commercial advices and feedback to companies
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