Research On The Influence Of Online Reviews On Consumers’ Purchasing Intention

In the development of Internet technology, the network has become a part of people’s life, and then developed a new means of communication and network platform of online reviews has gradually become an important external factor influencing consumer decision-making. Network gives character and vitality of online reviews new, to provide a new channel for consumers to share online product evaluation, enlarged the influence of online reviews on consumer, changed the way of communication and business models.Online review is not only the important information source of consumer purchase decision, but also enterprises should focus on and to make effective use and monitoring means of marketing. The correct information to improve the shopping decision-making is important to consumers, consumers through the information search and utilization, eliminates the uncertainty and the formation of purchase decision determines their shopping behaviour. The only reliable online comments can reduce the consumer’s perceived risk, to buy their own products, consumers in the face of numerous online reviews, to identify the correct information, need to find out what factors conducive to online comments you made the right decision, which online comment is credible. However, due to the huge number of online reviews, quality uneven, some good and some bad, it will seriously affect the efficiency and effectiveness of consumer decision making. How to improve the quality of online consumer decision-making, enhance the decision-making of subjective condition, has attracted many researchers attention.Now consumers online purchase intention and online reviews are linked, online review has become an important factor of influencing consumers’ purchasing decisions, how to help consumers find to help consumers more information from the massive data quickly, is the question which must be solved at present. The current empirical study about the relationship between online reviews and consumers’ purchasing is also less, have been put forward to solve the method is very clear. In order to better understand the factors influence online comments on consumer’s purchasing intentions. First, the paper reviews the relevant literature online word-of-mouth, online reviews and network consumer behavior, the theory of consumer behavior, consumer purchase decision-making related theory, motivation theory are reviewed, and the integration of online reviews empirical research framework model; secondly, from online reviews source features, online comment content characteristic and online comment recipient characteristics of three aspects of the eight factors, and puts forward some assumptions, construction of structural equation model, data were analyzed by SPSS20.0 and AMOS17.0 statistical software, the model and hypothesis test, research shows, according to the results, from the dual perspective of consumers and businesses. Puts forward some opinions on the influence factors of online comments on consumers’ purchasing intention. In order to improve the efficiency and effectiveness of consumer reference online review decision, for the enterprise to realize the realistic significance and value to promote.