A Study On The Impact Of Online Reviews Of Experiential Products On Consumers' Willingness To Purchase

With the rapid development in recent years, shopping sites, online shopping has become part of people’s daily lives. More and more scholars began to pay attention to online reviews influence on consumer buying behavior research, but research for a variety of factors affect the variables of each other online reviews reputation effect is less regulation.Based on previous research and theory on online reviews influence on consumer behavior,We use 2(emotional polarity: positive, negative) × 2(brand familiarity: high, low) × 2(Consumer Goods professional ability: high, low) the experimental design method, in order to experience the practical goods as research subjects, and study impact of the experience-based commodities in-depth, different levels of emotion polarity on consumer purchase intention and brand familiarity and consumer goods expertise on online reviews affective polarity reputation effect regulation. Statistical Methods The study mainly use T-test, analysis of variance and covariance analysis on the assumption that the proposed model can be tested, come to the following conclusions:For practical experience goods, negative comments on consumer willingness to buy influence is greater than the impact of positive comments on consumers; brand familiarity emotional polarity of online reviews influence consumer willingness to buy has a regulatory role, brand familiarity and high consumption those who suffer its positive and negative impact to the comment little difference, low consumer brand familiarity, their purchase intention by the negative impact of the comment is greater than the impact of positive comments; expertise in online consumer reviews affective polarity influence consumer willingness to buy a certain regulation, when consumers professional capacity is low, their willingness to buy more negatively affected by the comments. When the high consumer expertise, its negative regulation of emotion polarity to comment on the impact of little effect, the negative impact of buying interest is still greater than the positive reviews of the impact on consumers to the comments.