A Study On The Relationship Among Online Commentary, Perceived Risk And Purchase Intention

With the rapid development of science and technology, people’s living standard has a significant improvement since the twenty-first century. The Internet has become an indispensable part of people’s life, and the network has become the main channel for people to obtain information, entertain themselves and trade goods and so on. Under this background, this paper basing on the existing study, researching the subject of today’s network shopping,18-30years old group, as the research object, further improving the online commentary content, using the perceived risk as the intermediary variable, researches the influence of online commentary’s each dimension on online shoppers’ purchase intention. According to the existing literature, this paper builds the model of relationship among online commentary, perceived risk and purchase intention, measuring online commentary as the five dimensions of content quality, critics’ credit quality, comment emotional tendency, timeliness of the comment and the number of comments.Analysis shows that this paper’s assumption is verified, and the main conclusions is following:the content quality has a significant negative effect on perceived risk; critics’credit quality has significantly negative effect on perceived risk is not verified; comment emotional tendency has a significant impact on perceived risk; timeliness of the comment has a significant negative impact on perceived risk; the number of comments has significantly negative influence on perceived risk is not verified; online commentary’s each dimension has a significantly positive effect on purchase intention.perceived risk has a significantly negative influence on the purchase intention; perceived risk has mediator effect on the relationship between content quality and purchase intention; perceived risk in credit have influence on purchase intention plays an intermediary role is not established; perceived risk mediating the influence on purchase intention of comment emotional tendency; perceived risk in the timeliness of the comment influence on purchase intention plays a role of mediating; perceived risk in the number of comments on purchase intentions play an intermediary role is not established.Finally, according to the conclusions, this paper put forward the marketing strategies:pay attention to the online comment’s marketing value for business; encourage consumers to give the high quality comment; make full use of the high credit critics; fully respond to the comments’emotional tendency; emphasis on timeliness of online comments; pay attention to the number of comments; reduce consumers’ perceived risk.