中文摘要：

以信息采纳理论为研究框架，探讨消费者在购买决策中采纳与接受在线评论信息（亦即在线评论有用性）的两类影响因素——评论本身特征、评论者要素，并结合社会网络视角构建在线评论有用性影响模型及研究假设。之后，以豆瓣网数据进行理论模型的实证分析。结果表明：评论长度与在线评论有用性为正相关关系，评论星级极端性与在线评论有用性则为负相关关系；评论者中心度与在线评论有用性之间为倒U型关系，评论者历史发表数量、参加群组情况与在线评论有用性之间关系未得到足够的实证支持。

英文摘要：

Online review is one type of online WOM, and this paper will investigate what makes online reviews helpful to a consumer in the process of making a purchase decision. Draw from prior literature and other theoretical perspectives, the paper study the different effects of review and reviewer＇ s characteristics on the helpfulness of online review. An analysis of online reviews from douban, corn across twelve movies indicated that review extremity negatively affects the perceived helpfulness of the review, and review length has a positive effect on helpfulness. The reviewer＇ s centrality and helpfulness has an ＂inverted - U＂ relationship.