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The Study Of Online Review’s Impact On Consumers’ Purchasing Decision Based On The ELM

Posted on:2016-10-27Degree:MasterType:Thesis
Country:ChinaCandidate:W R GuoFull Text:PDF
GTID:2309330461951728Subject:Business management
Abstract/Summary:PDF Full Text Request
With the popularization of the Internet and the development of the mobile Internet, online shopping is becoming the mainstream of consumption form. Due to the virtual nature of the Internet, consumers mainly rely on the word-of-mouth to gain information of the commodities and evaluate it. Online review is an important form of word of mouth, which is widely studied by many scholars. In the process of purchasing,online reviews play an important role. Therefore, the research on the online reviews’ impact to the consumers’ purchasing decision is of theoretical implication, and, it is also of enlightenment to the enterprise managers and marketing personnel.This paper consists of three parts as follows. Firstly, it establishes the research frame and puts forward the research hypotheses based on the literature research. On the basis of the predecessors’ research, this paper expounds the related theory of the word of mouth, Internet word of mouth, online review, attitude of consumers and herd behavior. Meanwhile, this paper combes five kinds of classical consumers’ purchasing decision model from the angle of consumer behavior, and established two psychological routes based on the ELM, which are the central route and the peripheral route. This paper builds up the research frame and put forward the hypotheses: the model of online reviews’ impact on the consumers’ purchasing decision. Secondly, based on the survey research, it collects and analyzes the data.Summarize previous studies of the variables in scale, shape the draft of the questionnaire by a small-scale interview, which can modify the phraseology. Then, it tests the reliability and validity of the draft by using SPSS19.0.After the test, it weeds out the indicators that does not accord, shaping the final questionnaire. Next, the author issued the questionnaire by online and offline, and totally collected 235 pieces of questionnaire in valid. After collecting the data, this paper uses AMOS17.0 to do the test distribution and exploratory factor analysis, establishes structural equation model,modifies the model, and tests the moderating effect of the recipient’s professional capacity and the degree of involvement by using the method of hierarchical regression analysis. Finally,it makes the empirical conclusions. The results are as follows: In the central route, review quality and review sidedness have positive influences to the attitude, and thus affect the purchasing decision. If the level of receivers’ professional ability and involvement are high, the impact of the quality and the sidedness on the attitude is higher. In the peripheral route, review consistency has a positive influence to herd behavior, and thus affects herd behavior affect the purchasing decision. If the level of receivers’ professional ability and involvement are low, the higher the impact of review quantity, review consistency and reviewers’ reputation on herd behavior.This paper studies from a very new angel. It studies the purchasing decision based on the ELM. Unlike the former research were studied on the attribute of online reviews, this paper focuses on the psychological routes of consumers, which is also the innovation point. For enterprise managers and marketing personnel, they should value online reviews to establish a professional evaluation system, and make customers segmentation, which could make full use of online reviews. At the same time, the author also points out the limitations, puts forward the future research, that is, it should improve on research methods and research scope.
Keywords/Search Tags:Online Reviews, Consumers’ Purchasing Decision, Elaboration Likelihood Mode
PDF Full Text Request
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