A Study Of The Impact Of Online Consumer Reviews On Purchase Intention

The development of Internet makes people easier to search for product-relatedinformation and communicate product using experience with others. Consumerpublishing product or service related information on internet is called electronicword-of-mouth. eWOM have wide varieties, and online consumer review is the mostwidely distributed and has the most concentrated influence. Therefore，this studybrought in Kotler Model and ELM model in psychology, taking online consumerreviews as external stimulus, explore the effects of different types and directions onconsumer’s psychological perceptions, and how these perceptions affect purchaseintention.This study has four different experiment groups and takes high involvementsmart phone as the experimental product according to the preliminary research. Itadopts2*2between-subjects factor experiment method to carry out the research. Thisstudy have two parts, the first part studies the effects of types and directions of onlineconsumer reviews on consumer’s psychological perception variables. The second partstudies the effects of consumer’s psychological perception variables on purchaseintention. The formal experiment conducted in Hunan University in January2013under simple random sampling method and244college students participated in thisexperiment in total.Afetr ensuring the reliability and validity of the questionnaire andvariables got effective control, we used PASW19.0to make the multi-way ANOVAanalysis and correlation analysis of the gathered data. The research conclusions are asfollows: firstly, types of online consumer reviews have significant effects onperception of information. Directions of online consumer review have significanteffects on perception of epidemic. Types of online consumer reviews have interactioneffects on directions of online consumer reviews on consumer’s perception ofepidemic. Secondly，both consumer’s perception of information and perception ofepidemic have significant positive effects on purchase intention.The results of this study show the effects of types and directions of onlineconsumer reviews on purchase intention. These results are beneficial to enterprise tomanage online consumer reviews through consumer’s psychology, in order tomaintain brand image and increase the stickiness of users to website and brand. Andthese results can also help enterprise to maximize profits through targeted marketing.