| Online shopping has quickly seized a large degree of market share with its price advantage, large choice space and great convenience. With the rapid growth of homogeneous goods sellers, how to fight in a highly competitive market environment is an imminent problem should to be studied by online shopping sellers. On the one hand, Online shopping sellers need to enhance customers satisfaction, achieve repeat purchase of existing customers, win positive comments and reviews and attract more potential customers. On the other hand, each of us is always experience emotions, and consumption emotions have great impact on consumers post-purchase behaviors (online shopping with no exception). Therefore, the study of the relationship between consumption emotions and the intention of online comments is very meaningful.Based on the research results of traditional consumer word of mouth, this paper made a qualitative investigation and quantitative research on the relationship between consumption emotions, satisfaction, involvement and the intention of online comments. The result showed that the consumption emotions have direct influence on satisfaction and online comments intention, and have indirect influence on online comments intention mediated by satisfaction. Consumer involvement have positive effect on the intention of online comments. Finally, this paper proposes some management recommendations and gives a prospect on the further study. |
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