Research On The Influence Factors Of E-commerce Consumers’ Picture Comments Intention

With the rapid development of e-commerce, online shopping has been widely accepted, and people’s shopping habits have changed gradually. After online shopping, consumers can make comments of goods or services on the shopping site. At the same time, the major electronic business platforms have upgraded the evaluation feedback system, and have introduced the picture comment function. In addition to make text comments, consumers can also upload the pictures of commoditys to the online review system, and this can provide more comprehensive decision-making information. When it comes to online shopping, picture comments have become important references for consumers. But as a whole, the number and proportion of picture comments are seriously insufficient, so it can not give full play to the picture comment function. And domestic and foreign scholars’ research on picture comment is still in the blank stage.In this paper, the purpose and significance of the study are described first, and the research status of online reviews are summarized. Subsequently, this paper makes a deep analysis of the relevant theories and achievements of the researches on word of mouth. Then, this paper summarizes the influencing factors of consumer’s picture comment will, and constructs the research model. Finally, this paper analyzes and verifies the model by the means of questionnaire and structural equation analysis, and discusses the relationship among the structures of the model. Research result show that, emotional sharing, support/punishing businesses, enhance the consumer experience, material incentives, the implementation of cost, system design, convenience, perceived usefulness and perceived ease of use have direct or indirect effects on consumers’ willingness on picture comments. On the basis of the conclusion, the paper also put forward some suggestions for improvement in order to increase the proportion and number of picture comments, and make the picture comments play a bette role of evaluation, feedback and reference.