The Influence Study Of Third-Party Product Reviews On Online Impulse Buying Intention Under Internet Environment

Under the network environment, the crisis of confidence and the lack of interactivity of the traditional marketing stimulate severely affect consumer online impulse buying behavior. However, online marketing stimulus choose optionally by enterprises present richness and complexity. Enterprises can’t improve impulse buying behavior of consumers because they don’t know how to apply various online marketing stimulation coordinately. Hence, there is a contradiction between improving the online impulse buying behavior insufficient and online marketing stimulate rich. Third-party review (TPR), on the other hand, as a new online marketing stimulation, boost consumer impulse buying behavior through its high confidence and strong interactive performance. Entrepreneurs are situation of "dare to use" and "not using" due to not understanding of the laws of TPR, there is a contradiction between needs of application of TPR and the situation of "not using".In order to solve the above two actual contradictions, based on propagation theory, learning theory and consumer behavior theory, this paper explores the differences of influence mechanisms of online marketing stimulation and consumers’ online impulse purchase intention. From the perspective of subject and content of TPR, the paper built a influence mechanism of subject and content of TPR and purchase intention of consumers. Research conclusions are as follows:(1)There are significant differences that online marketing stimulations influence consumers’ impulse purchase intention. Relative to online advertising and the first party review, TPR has a significantly larger coefficient values which influence goodwill trust and impulse purchase intention, whose coefficient values is smaller for ability trust.Ability trust influence impulse purchase intention through the goodwill trust. Goodwill trust has partial mediation effect between online marketing stimuli and consumers’ impulse purchase intention. Product popularity adjusts the relationships of online marketing stimuli and the ability trust and impulse purchase intention. Namely online advertising and the first party review has more significantly influence on ability trust and impulse purchase intention of high profile products than low profile products. TPR don’t differ significantly influence on them.Product type adjust the relationships of online marketing stimuli and the ability trust and impulse purchase intention. Namely online advertising and the first party review has more significantly influence on ability trust and impulse purchase intention of searchable products than experience products.TPR don’t differ significantly influence on them.(2) The subject of TPR influences consumers’impulse purchase intention. The independence, professional and normative of TPR positive influence ability trust and goodwill trust of consumer. Goodwill trust positive influence the consumers’ impulse purchase intention. Ability trust indirectly influence consumer’impulse purchase intention through the goodwill trust.(3) The content of TPR impact on online impulse buying intention. The content structure of TPR includes four dimensions:content, quantity, quality and time. Content, quantity and time of TPR increase consumer online impulsive purchase intentions. Pleasure and arousal are the mediators of the relationship between online consumer reviews and impulsive purchase intention. When buying low involvement degree (VS: high involved degree) products and reading the comment of senior commentators (VS: primary commentators), the influence of TPR on consumer impulse purchase intentions are stronger.