Research On The Influence Of Online Customer Reviews On Consumer’s Purchase Intention

Word-of-mouth is a type of informal group influence, which is also a kind ofnon-commercial oral communication between two or more people, targeting on a certainbrand, product or service. As an traditional marketing mode, word-of-mouth always exertedhuge impact and gradually evolved to online word-of-mouth with the emergence of internet.Internet highly magnified the influence of word-of-mouth, which increased the effect ofonline word-of-mouth to an unprecedented level. One of important modes of onlineword-of-mouth is online customer review, which is not only the key origin of information thathelp customers to make purchase intention, but also an efficient marketing method that shouldbe fully applied or paid attention to by the enterprises. The past articles had researched indepth about the influence mechanism of word-of-mouth, but the researches on how the onlineword-of-mouth affecting Customer’s purchase intentions and its action mechanism should berefined. This article chose online customer review as the object and did the researches on thefactor and action mechanism that affected Customer’s purchase intention.Firstly, through reading and summarizing the relative articles on online Customer’spurchase intention, and analysizing the current influence of online customers’reviews toCustomer’s purchase intentions, we found the breakthrough of the research and made thetheoretical basis for our future research.Secondly, based on previous articles, combined with our conclusion, we made the modeof influence of online clients’review to Customer’s purchase intention and posed ourhypothesis to the research. What’more, we designed scale used in our questionnaire.Thirdly, we obtained201effective questionnaire samples after providing ourquestionnaires online, and drew the conclusion after data analysis by SPSS19.0. Theconclusion was listed as below: The web credibility, critics credit, quality of comments,comments, reviews and comments by the number of strength hade positive correlation withCustomer’s purchase intention; and the expertise of the reviewers had negative correlationwith Customer’s purchase intention.Finally, we posed our suggestions to enterprises according to our researches:1. It shouldbe fully paid attention to online word-of-mouth from the strategic height, and the onlineclients’reviews should be applied to carry out word-of-mouth efficiently.2. The trustablecreditable webs should be the target that released news onto.3. More potential onlinereviewers with high expertise should be found.4. Paid attention to the characteristics of online clients’reviews. The enterprise could take various measures to encourage people to enhancethe quality and quantity of reviews. Additionally, the enterprise should engaged into buildingthe communicating channel between the enterprises and client, while keeping its working.The reason should be investigated once the negative reviews emerged, and the enterpriseshould take measures rapidly to reduce the negative influence brought by the reviews.