| Some characteristics of the high-tech products such as:the innovative, using of high technology, the complexity and so on, have made not all consumer could easily to operate the products. Therefore, consumers have some difficulties when purchasing the high-tech products: lack of confidence to purchase and the uncertainty of technology. And by the Internet platform as well as participate in group wide range of powerful features, online reviews can help consumers to understand more about the products and help them to eliminate the uncertainty of purchasing the high-tech products, prompted by the formation of the will.From the perspective of a network marketing, This paper analyzes online reviews of two key factors What influence to consumer decision-making (emotional inclinations and expression way), introduce adjustment variable (consumers innovative), construction of online reviews for consumers to use high-tech products Intentions model. In the empirical analysis, it firstly tests the scale’s reliability and validity by Cronbach’s Alpha modulus, CITC, Factor Analysis;Then it uses the analysis of variance and mean to test main effects, pairwise interaction, the three interaction effects among emotional inclinations, expression way, consumers innovative. At last, by correlation analysis, it tests he relationship between consumer attitude and adopt will, and use regression analysis to test the mediating effect of the product attitudes and moderating effect of consumers innovation to the relationship of product attitudes and adopt will.The empirical results show:(1) emotional inclinations of online reviews have a significant main effect for attitude and adopt will, but the expression way of online reviews haves not;(2) Except that expression way and consumers innovative have not a significant pairwise interaction effect for attitude, There are other pairwise interaction effect, but The three interaction is not significant;(3) the mediating effect is a part significant and the moderating effect is not significant.The results of this study provide some of the high-tech enterprises and Internet marketers theoretical guidance:the using of different types of online reviews to influence the consumer, Enterprise and Internet marketers can cooperate with network operators, choose the most effective comments management and marketing, and realize more benefits. Additionally, the corporate and Internet marketers can integrate all of the comments and information about the products from consumers, set up the direction of products development, and to make products better for consumers. |
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