The Study Of Influence Of Online Review On Consumer Purchase Intention

The rapid development of Internet technology makes it easily for commodity trading by way of online shopping, but because the virtual properties of Internet itself, also widened the gap of information asymmetry between the transaction parties. Especially for the one lack of knowledge and experience on online shopping, who need relatively more objective and truly information for the purpose of decision making. Online review Shopping site offered is the good source of product information, and have a significant influence on consumer purchase intention. However, the research of this influence is not enough by far: some results conflicting each other, and there is not a mature framework for the research.From the perspective of information dissemination, this study combined three factors reviewer, review content and consumer, developed the construct based on the Howard--heth Model. After two studies, we made a systemic explanation for the influence of online review on consumer purchase intention:Study one is a questionnaire suvey, and from it we found that reviewer professionality, reviewer credibility, review quality, review volume, review valence affect consumer purchase intention positively through perceived value, consumer professionality affect consumer purchase intention negatively through perceived value, there is a mediating effect to consumer purchase intention by perceived value, and the most important, we found that review quality, review volume, review valence are the most important factors among the all.In the study two, we explained that how do review quality, review volume, review valence influence perceived value, through a three-way experiment, demonstrated the interaction effect among review quality, review volume, review valence.Finally, this study also has a significance on how to use online review for E-business. There is no doubt a resourse undeveloped from lots of data of online review, this is very important for analysis of preference of consumer. The arrival of the era of big data provides an opportunity to use comments for enterprise, but the problem is how to transfer the undeveloped review resourse into true value. In this study, we also have a good suggestion for E-business on marketing strategy of using online review in different period of product selling.