Research On The Influence Of Cosmetics Online Customers’ Reviews On Consumer’s Purchase Intention

The rapid development of the Internet provides a good opportunity for the rise and prosperity of online shopping.The ease and convenience of online shopping makes a lot of consumers to change the traditional shopping patterns, began to choose the Internet to purchase goods and services. However, it is a virtual network environment after all,so that buyers and sellers of information asymmetry increased consumer purchases of uncertainty. In particular, the lack of knowledge and experience of goods and services for later buyers need more information before purchasing merchandise for reference, then the online reviews becomes very important. At present, many scholars on the relationship between consumer behavior and online reviews conducted studies that have advantages and disadvantages, there is no unified paradigm. In this paper, case in online shopping cosmetics, from the commentator, the review itself, comment recipient three aspects to explore the impact of online reviews on purchase intention.We hope that this paper can contribute to a force in this area. Specific research process is as follows.First, this study collect and read the relevant literature, reference the existing research conclusion, on this basis, put forward hypothesis in this study and construct a theoretical model.Second, with reference to domestic and foreign mature scales designed for this study questionnaire, and online and offline to a combination of large-scale distributed. The collected data were analyzed using SPSS19.0.Mainly on Sample characteristics descriptive statistical analysis,on the questionnaire have reliability and validity analysis. Search for online reviews and consumer willingness to buy correlation between the dimensions, the main method using correlation analysis; in the study of consumer willingness to buy online reviews the role of the main linear regression analysis.Third, on the basis of rigorous data analysis and empirical test, this study concluded. That professional reviewers, comment on quality, quantity, potency, timeliness positive effect on consumer willingness to buy, expertise recipient negative effect on consumers’ willingness to buy, and affect the results significantly. Comments not significantly affect the strength of consumer willingness to buy.Finally, according to the results of this paper, cosmetics online retailers put forward suggestions and countermeasures. (1) attaches great importance to online reviews marketing value; (2) to explore the reviewer high professional competence; (3) pay attention to online reviews of their own characteristics, such as:the use of praise cash back, points and other promotions to encourage consumers to deliver high quality online reviews. The present study confirms the value of the foundation’s own research also points out the shortcomings of this study, follow-up studies to learn and reference.