Abstract
With the rapid development of the Internet, online reviews have become a hot topic. Online reviews have an influence on sales, brand loyalty and consumer behavior, but there is still a lack of systematic research on whether it can drive enterprise innovation. This paper explores the dimensions of online review, constructs a theoretical model of the influence mechanism of online review on enterprise innovation, and uses empirical analysis to verify the relevant hypotheses. It is found that the professionalism, homogeneity and relationship strength of online reviews have a significant positive influence on innovation performance of enterprises, and customer participation plays an intermediary role. By revealing the function mechanism of online reviews, this paper can make managers deeply understand the inherent law of “how to effectively manage online reviews to promote enterprise innovation performance”, which has a certain guiding significance for the marketing practice of enterprises.
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