Virtual Community Of Third-party Evaluation Mode On Purchase Intention For Study

Based on the typical Web2.0 website——www.dianping.com,this research aims at how the third-party comments affect the consumers' purchase intention through qualitative and quantitive methods.The research findings show that the usefulness of the website has the positive effect on the consumers' perceived value and consumers' reliance on the website.The opinion reliance of the consumers has the positive effects on their trust but has no effects on the perceived value. Meanwhile,the quantity of the comments will affect the perceived value and trust positively.The content of the comments will affect the trust.Whereas,the timing of the comments has no effects on neither perceived value nor trust.At last,the perceived value and trust will have the positive effects on purchase intention.At the end of this research,several recommendations have been put out for practical management.Improving the usefulness of the website and formalizing the template of the comments will make the difference and have a better result.