Research On The Influence Of Online Review On Colledge Students Purchase Intention

The popularity of the Internet and the development of electronic commerce promote the change of the way of shopping.Online shopping meets the consumer demand for convenience and fast, and gradually becomes a popular shopping habits and consumption patterns.Due to the virtual network, consumers can not see the actual product and service in online shopping, only by viewing information provided by website and other consumers review to understand the product.Online reviews is the evaluation of a product or service that is posted on a shopping site, including positive, neutral and negative evaluation.By reading viewing consumer can understand the characteristics and other consumer purchase opinion to reduce the uncertainty of the goods, also they can express they own opinions about purchase experience and evaluation.For businesses, numerous, positive and professional online reviews’ effect to enhance corporate reputation and product sales should not be overlooked.However, in reality the majority of enterprises do not give enough attention to online reviews, and lack of reasonable guidance and management on online reviews, the result is word of mouth deterioration and influence the enterprise sustainable development.College students are the main body of China’s online shopping.Due to its high level of knowledge and network received degree, they often keep a higher information search behavior.Thus online review has a larger impact on their network purchase behavior.From the angle of communication studies, and based on Hovland’s Communication and Persuasion theory and Lasswell’s Model of Communication Process,the paper constructs the theoretical model. Using the method of empirical research, the study puts the influence of Online Review on colledge students purchase intention as the main line,and focuses on study the relationship among online reviews, perceived risk and purchase intention, meanwhile explores the mediating role of perceived risk. For the division of the dimensions of online reviews, previous scholars mostly study from the perspective of the content of online reviews, or only consider the reviewer’s characteristics but have yet to study the feature of communication channels for review source factors. The paper from the angle of the involved related elements in online review communication process.Online review is divided into elements of the source of review, review content elements and the review receiver elements,which elements of the source of review including commentators professional and web credibility, review content elements including the review volume and valence, the review receiver elements including receiver’s professional and receiver trust propensity. Compared to the previous studies, the paper has certain innovation. The study put college students as the research object, through the form of questionnaire to collecte data and In total 307 valid questionnaires has collected.Then the study use statistical software SPSS and Amos to descriptive statistics of the collected data, test the reliability and validity of the questionnaire, and through correlation analysis and hierarchical regression and other methods to test the hypothesis. Through the empirical analysis, this paper draws the following conclusions:First, Commentators professional, web credibility, the review volume, the review valence, the receiver’s professional and receiver trust propensity all significantly negative influence the perceived risk and positive influence on college students’ purchase intention. Second, for college students, perceived risk has a significant negative impact on their purchase intention. Third, perceived risk play an intermediary role between the relationship of commentators professional, web credibility, the review volume, the review valence, the receiver’s professional,receiver trust propensity and purchase intention. On the one hand, commentators professional, web credibility, the review volume, the review valence, the receiver’s professional and receiver trust propensity has d irect impact on college students’ willingness to buy, on the other hand they can also through the mediating effects of perceived risk influence purchase intention.The research conclusion has certain reference value on how to guide and manage online reviews and use online reviews to improve the sales and popularity for electronic commerce enterprises.The main content of this paper includes six parts. The first part is the introduction, which mainly introduces the research background, purpose and significance, research content and research framework, research ideas, research methods and possible innovation points. The second part is literature review, from three aspects of online review, perceived risk and purchase intention to summarizes the related concepts, dimensions, influencing factors and other theoretical results and literature review. The third part is the hypothesis and research model,the relationship between online reviews, perceived risk and purchase intention is given,and the research model is constructed. The fourth part is the research design and the questionnaire survey, mainly introduces the design of the measurement variable scale, the descriptive statistical analysis of the data, the reliability and validity of the questionnaire. The fifth part is empirical analysis, including descriptive statistical analysis of variables, correlation analysis and hierarchical regression analysis, and to test the hypothesis. The sixth part is the research conclusions and management implications, mainly expounds the research conclusions of this paper, and gives suggestions on the marketing practice of e-commerce enterprises, research deficiencies and prospects for the future research.