The Influence Research Of Third-party Product Reviews(TPRS) On Buying Intention Within The Internet Environment

Third-Party Product Review(TPR) is a new form of online comments appeared in recent years. It refers to the comments in the site which is independent of the enterprises and doesn’t promote the sales of itself products or services(such as dianping.com, douban.com, Zagat.com, yelp.com etc.).It can avoid the shortcomings of the first party product review site, such as operating the online comments for its own interests. So it is more professional and objective. And it is more reliable because of the coincidence of the three identities: disseminator, audience and consumer.This research is based on the new situation electronic word-of-mouth(eWOM) and theoretical basis of e WOM and the perceived risk. It explore the effect mechanism of TPR on online impulsive purchase intentions. And it explore the mediating effect of the perceived risk and the moderation effect of the product category. The experimentation is the main research method, and the paper design eight different online shopping situation, and require subjects to answer the questionnaire. The paper finally verified the hypotheses with the interoperability testing, reliability testing, validity testing, factor analysis, independent samples t-test and inspection methods mediating effect.The research shows, the comments’ valence of TPR significantly influence consumer’s online impulsive purchase intentions, and the level of commentator significantly influence consumer’s online impulsive purchase intentions only when the comments’ valence is optimistic; the comments’ valence of TPR and the commentator’s level influence consumer’s online impulsive purchase intentions in the presence of interaction effects; the product categories make partial moderating effect on the influence of TPR; the perceived risk make mediating effect on the influence of TPR’s valence.