The Research On Influence Factors Of Consumers To Accept Online Reviews Of Taobao

With the popularity of the Internet and the improvement of the technology and system, online shopping has gradually become a new and important form of shopping,because online shopping is convenient and fast, and it has the advantages of low operating costs and small inventory pressure. The development speed of Taobao is very fast. Taobao has the absolute advantage in the network shopping markets every year. A lot of people shop on the November 11 every year, and the number is bigger and bigger. The day is called universal carnival.In virtual shopping markets which is different from the traditional shopping mode, the asymmetry of information is likely to cause the effect of "lemon market", and more and more consumers always search for other consumer’s comments before shopping in order to reduce the risk of shopping. Online reviews have become the main sources of information for consumers, and it acts as an important carrier of communication. In order to maintain the sustainable development of the network shopping, what factors will influence consumers to accept online reviews in Taobao need to be studied, and providing consumers and businesses beneficial suggestions has a certain necessity.Based on the persuade model of Hovland, five indicators are built in this paper. Involvement degree is used to analyze the consumer characteristics. The number of comments and the quality of the reviews content are used to analyzed text characteristic of the online comment. Commentators competency is analyzed the characteristic of the communicator. Considering online shopping consumption characteristics, the price discount is added as a influencing factor. The methods of small-scale interview and questionnaire investigation are used, and 387 valid sample data has been got. SPSSl7.0 is used to empirically analyze the sample data, in order to verify whether the above various factors have an impact on consumers to accept the online reviews of Taobao, and how it affects.According to the study, when consumers are in the case of a high involvement, the possibility of accepting online reviews is higher than the case of a low involvement. Comment number has a positive correlation with the possibility of accepting online comments, namely the more quantity the greater possibility of consumers to accept. The quality of the content the possibility of consumers to accept online comments, and the higher the quality the greater possibility of consumers to accept. Price discount has a positive correlation with the possibility of consumers to accept online reviews, namely the greater the discount the greater possibility of consumers to accept.According to the results of this study, I hope to help businessmen more clearly understand the consumer psychology. With online reviews state, they can preliminary inference the late sales situation, and take corresponding strategic measures timely and effectively. And at the same time, I hope that customers can use the results to understand the psychology and behavior of ourselves and others. As commodity reviewers, consumers can have transposition thinking and provide more effective comments to help other potential buyers.