Influencing factors of the persuasiveness of online reviews considering persuasion methods

Online reviews are important references for purchasing decision. These reviews influence consumer behavior through their awareness and persuasive effects. Persuasion methods used by online reviewers are based on their own expression habits, which have a persuasive effect on other consumers. This study uses theories of linguistics and psychology, and combines with the features of online reviews. At the same time, Text mining techniques are employed to study persuasion methods. We establish a benchmark lexicon for every kind of persuasion method, and also quantify persuasion methods and do quantitative research by scanning every online review and regression analysis. The main conclusions are as follows. Logos, Pathos, and Feature statements have significant roles in improving the persuasiveness of online reviews, while Ethos has less impact in comparison. In addition, as for the characteristics of online review content and reviewers, the number of images, number of videos and member factors also play critical roles.