Study On Impacts Of Online Reviews On Consumer's Brand Trust

Since the global Internet was applied to the business in the 90 s of last century,China's Internet has been developing rapidly,and online shopping has become the fastest growing network application.In the era of network media,the traditional way of information dissemination has changed greatly.People are no longer passive recipients of product information,but actively participate in network media,and actively disseminate and obtain information.In online shopping,more and more consumers are willing to evaluate the experience of buying and using of goods in the network space,willing to share product quality perception,brand reputation,satisfaction and shopping experience and other information with more consumer;More and more e-commerce sites(such as Amazon,Taobao,Jingdong,etc.)establish online reviews systems for consumers to provide online reviews platform to improve service quality,and expect a stable consumer groups;More and more consumers evaluate the product or brand based on online reviews before making a purchase decision to reduce the risk of shopping.Online reviews have become an important information source for consumer's purchase decision-making and enterprise's marketing as a new form of word-of-mouth.However,with the increase in the number of online reviews,overload information and good and bad information affect seriously the consumer's judgments effectively about product quality and the reference value of online reviews.So what are the key factors and features that affect the information value of online reviews? How do online reviews affect consumer's brand trust? What are some of the regulatory factors in the process of the impact of online reviews on brand trust? How do the websites make effective management of online reviews and improve brand trust? And so on.These are the main concerns of this paper.Based on the research content and purpose,this paper studies the impact of online reviews on brand trust by combining theoretical research with empirical research.Theoretical research is mainly on the information dissemination,word-of-mouth,IWOM,brand management and consumer behavior and other relevant theories as the basis for empirical research to provide prerequisites.The methods of simulating experiment and structural equation modeling are used mainly in empirical research.The empirical research includes three parts: First,it discusses the impact of online reviews on brand trust through the multi-factor experimental design of the type and the number of reviews and the proportion of negative reviews,and the regulatory effect of customer gender,product knowledge and brand familiarity in the course of the impact.Different experimental scenarios are set up based on the type and the number of reviews,the proportion of negative reviews,brand familiarity to control the experimental variables,get the experimental data,test the experimental hypotheses,analysis of the impact of information features on customer perceived value and brand trust.Second,it discusses the impact of online reviews on brand trust through the multi-factor experimental design of the professionalism and information disclosure of information sender,and the regulatory effect of the relationship strength between sender and recipient,the professionalism of information recipient in the course of the impact.Different experimental scenarios are set up based on the professionalism and information disclosure of information sender,the relationship strength between sender and recipient to get the experimental data,analysis of the impact of information sender features on customer perceived value and brand trust.Third,it discusses the impact of online reviews on brand trust through the multi-factor analysis of channel features such as ease of use,knowledge,sociality,and reliability of online information platforms.Based on the mature scale and the features of online information platform,this paper developed scales of channel ease of use,channel knowledge,channel sociality,channel reliability,customer cognition value,customer emotion value and brand trust by analysis method of the structural equation model,designed the questionnaire,analyzed paths and test hypotheses through the survey data.Through the above three parts of the empirical research,the main conclusions are as follows: the type and the number of online reviews and negative reviews accounted have a significant impact on customer cognitive value and brand trust,the type of online reviews and negative reviews accounted have a significant impact on customer emotional value and brand trust;The customer's gender had the moderating effect in the process of the impact of reviews type on customer perceived value,product knowledge and brand familiarity has a moderating effect in the process of the impact of negative reviews accounted on customer perceived value.The professionalism and information disclosure of information sender have a significant effect on customer perceived value.The relationship strength between sender and recipient and the professionalism of information recipient have the moderating effect in the process of the impact of sender features on customer perceived value.The channel ease of use channel knowledge and channel sociality have significant effects on the customer cognitive value and brand trust,and the channel knowledge,channel sociality and channel reliability have significant effects on the customer emotional value and brand trust,.On the basis of theoretical research and empirical analysis,this paper puts forward the management strategies of the online reviews according to the key features that affect the information value and the influence path of online reviews on customer perceived value and brand trust.It is suggested to provide theoretical basis and practice guidance for electronic business websites.It specifically includes: to guide the content of reviews;increase the number of reviews;manage negative reviews;train opinion leaders;encourage information sender to publish professional information and personal information;strengthen corporate propaganda to improve the professionalism of the information recipient;pay attention to behavioral differences to choose different marketing strategies;optimize platform design to improve the channel ease of use;forme interactive communication atmosphere to improve the channel sociality;clear false reviews on the network to improve the channel reliability and so on.This study not only enriches the theory of information dissemination,but also has some practical value for the management of online reviews of e-commerce websites.