Study On The Impact Of Online Evaluation On Consumer Purchase Behavior

With the economic development under the new normal and the continuous change of the consumption pattern and concept, people are often willing to spend more money to enjoy the shopping process or experience a service. The process to meet the needs by means of network becomes a new fashion of mass consumption. However, with the development of online consumption, consumers are accustomed and prefer to the online deal and the businesses build their evaluation system continuously with online platform in order to expand their marketing campaign.Building the evaluation system not only provides consumers a platform to express their feeling after the purchase, but also give an important channel for the potential consumers. Before the purchase, the latter will real the evaluation of the former carefully to get more details and then determine to buy or not.Based on the consumer psychology, social psychology and the theory related to consumer behavior, the article use SPSS15.0 and LISERL8.3 statistical to analyze the descriptiveness, reliability and validity of independent variable and explore the impact of online evaluation on consumer purchase behavior by regarding online comments as independent variable and consumer purchase behavior as the dependent variable. At the same time, the article leads up an intermediate quantity that is the feedback of online comments from businesses which is the feedback of empirical data processing and analysis to find online consumption platform evaluation and the businesses of online comments. That is the relationship among the consumer purchase behavior. The research results of the article are as follows:I. Four dimensions of online comment are verified with empirical data, which are the quality of online comment, the competency of commentators’, the efficiency of online comment and the related impact between the quality of online comment and consumer purchase behavior. II. The length and gentleness of comment, the characteristics of commentators are revealed, as well as the impact of consumer purchase behavior from above factors. III. We verify that the comments of businesses do will have a positive impact on consumer purchase behavior, which will provide businesses valuable improvement basis for their online platform comment mechanism. Dealer should put more effort into the research based on the consumers’ online purchase behavior and strengthen online interaction with consumers and encourage consumers to give comments. Businesses should also focus on the marketing value of gold commentators, stimulate the trust of potential consumers and mine and integrate the useful online comment information to improve products and service.