The Study Of Online Cosumer Review's Impact On Consumers' Purchasing Decision

Online word-of-mouth (WOM) has salient features: non-face-to-face, asynchronous, weak connectivity, concentrative, can be stored, etc., so it can spread faster and wider, impact deeper. Then, what are the factors affecting the power of online WOM? How online WOM affects consumers' purchasing decision in the end? Previous studies paid more attention to the relationship between certain variables, and there was no complete description about the influencing mechanism of online WOM. Therefore, this article selected the main form of online WOM (online consumer review) to study the influencing factors and influencing mechanism.Based on the literature review, this study presented and verified the dual path model of online consumer review's power on consumers' purchasing decision, exploring the influence on consumer purchase decision-making process and the final purchase decision outcomes. A total of 294 valid questionnaires were obtained. SPSS15.0 and AMOS7.0, two kinds of statistical analysis tools, were used to analyze the empirical data. The main results and conclusions of this thesis are as follows:(1) From a new perspective to explore the factors affecting online consumer review. The four important factors affecting online consumer review power are as follows: the quantity of reviews, the reputation of reviewers, the quality of reviews and the valence of reviews.(2) Using empirical research to validate the power of online consumer review on customers (indirect and direct impact), and explore the influencing mechanism of online word-of-mouth. Indirect impact reflects the penetration effect of online review, influencing the conventional path of consumers' purchasing decision: online consumer reviewâ†'brand awarenessâ†'brand evaluationâ†'the brand decision-making results. While direct impact reflects the enormous influence of online consumer review, triggering consumers' herd behavior: online consumer reviewâ†'herd behaviorâ†'the brand decision-making results. It greatly accelerates consumers' purchasing decision and shortens the time of decision-making.(3) Consumer expertise plays a moderating role. For the expert, the reputation of reviewers has a significant impact on herd behavior, while the quantity of reviews has no significant impact. For the novice, the quantity of reviews has a significant impact on herd behavior, while the reputation of reviewers has no significant impact.