| Online Consumer Review has salient feature: non-face-to-face, asynchronous,weak connectivity,concentrative,can be stored,etc,Online customer review is not onlyan important source of information for consumers purchasing decisions, but also is theeffective marketing tools that enterprises should focus on and make good use of.According to the literature search, previous studies Paid more attention to therelationship between certain variables and there was no complete description about theinfluencing mechanism of online word of mouth. Therefore,this article selected themain form of online WOM (Online Consumer Review)to study the influencing factorsand mechanism.Firstly, read and organize domestic and foreign literature of online customerreviews impact on consumer purchasing decisions, focusing on the analysis of therecent research of online customer reviews impact on consumer purchasing decisions.To find a breakthrough and the starting point of the study, laid the necessary theoreticalbasis for the next step of the research.Secondly, based on the literature research, referenced with the existing researchresults, and established the research model of online customer reviews impact onconsumer purchasing decisions. Then put forward the research hypotheses and designedthe questionnaire for the investigation.Thirdly, through online questionnaires obtain198valid questionnaires.Then testthe context and model by data analysis and reach the following conclusions:Customer-Site relationship, Expertise of send, Potency of Review, Quality of Reviewand Quantity of Review has significantly Positive relationship on the Influencecustomer's purchase decision. Expertise of Seeker has significantly negativerelationship on the Influence customer's purchase decision.Finally, according to the conclusion of the study, puts forward the managementrecommendations and measures for the enterprise:(1) From a strategic perspective,using online customer reviews to implement word of mouth marketing effectively;(2)Improve the strength of consumer reviews publishing site, build membership, increasemember benefits, and strengthening of the routine maintenance of the site, and theproper management of the profile;(3) Exploring the high expertise of online customerreview sender.(4) Concerned about the attributes of online customer reviews.Enterprises can take a variety of incentives to improve the quality and quantity ofcomments. Such as: discount or other prizes as an incentive to encourage everyone toactively express their comments and experience of high-quality products in thecompany's products forum. In addition, the enterprises should be committed to theestablishment of channels of customer communication and smooth. Once the negativecomments are found out, take all effective measures to reduce the negative impact assoon as possible. |
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