| From the released data of CNNIC, we can see that the number of Chinese Internet users has more than600billions, which has increased53million compared to2012; the transaction amount of online shopping has more than1.8trillion, which increased about42.8%compared with last year. In the coming years, China’s online shopping market will have a more rapid development and the deal size of the online shopping market is expected to be more than30,000billion in2015-2016. In the development of China’s online shopping market, Taobao is the fastest growing website. According to the statistics, in November11,2013, the single day’s sales of Taobao reached35.019billion which is equivalent to5percent of China’s total retail sales of social daily. Network is a double-edged sword, which promotes the realization of the transaction but also raises some problems. When we are in a virtual environment, we can’t experience the product, and we judge a product and service only by collecting the information, then comparing and accessing them from the Internet, which makes buying have a great risk. Especially when we buy cosmetics online, we can’t really understand its quality and efficacy, at this time the information of online reviews become an important reference for consumers’ purchasing decision. Therefore, choosing this research topic has some studied and theoretical significance.Through the review and dimensions of domestic and foreign literatures, online reviews currently involved include comments orientation, type, quantity, quality, length, expression, and so on. Based on the propagation and convince theory and consumers’buying behavior pattern of "Stimulus-Organism-Response", we choose the reviewer’s professionalism, number of comments, quality of reviews’ content, timeliness of comments, the emotional tendencies of reviews, recipients’ professionalism and similarity with reviewers as independent variables, customer trust as an intermediary variables, build the relational model about online reviews, customer trust and purchasing decision.The main research method is the use of questionnaires to investigate the cosmetics’ transaction process of Taobao. We test the questionnaire’s reliability and validity through small sample survey and make the appropriate changes to questionnaire. We make the large scale research mainly via the website"www.sojump.com". We totally collect287serviceable questionnaires, then analyze the collected data via the SPSS20.0.Finally we draw the conclusions.Conclusions of this paper are:reviewers’professionalism, quantity of review, quality of review, emotional tendency of review and the similarity with reviewers positively affect customer trust and purchasing decisions; the recipients’professionalism negatively affect customer trust and purchasing decisions; the timeliness of review have no effect on customer trust and purchasing decisions; customer trust plays an fully intermediary role in the relationship of reviewers’professionalism, reviews’quality and purchasing decision; customer plays an partly intermediary role in the affecting relationship of reviews’quantity, reviews’ tendency, recipients’ professionalism, similarity with reviewers and purchasing decision.Based on the results of this paper, we propose recommendations for online retailers of Cosmetics. Firstly, attach great importance to the marketing value of online reviews; Secondly, explore the reviewer who has high professional competence and play its role of leader; Finally, pay attention to the characteristics of online reviews, for example:take measures to increase the number of comments, encourage consumers to publish high-quality reviews, and so on. |
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