Online Reviews And Perceived Usefulness On Consumers’ Purchasing Behavior Intention

Since the concept "Internet+" showed up in 2012 in the first time and that Premier Li Keqiang put forward the "Internet+ Action Plan" in the government work report in 2015, the Internet, great invention, which is similar but strange for people, had entered into a brand new stage for society development. Under the background, online consumers’ demand starts to change. In the same time, all kinds of new online consumption including overseas online shopping and online travel booking emerge one after another. And because of net virtual attribute and constant change of online shopping forms, online reviews become more and more important for consumers. Therefore, In terms of online reviews, this study analyzed how the reviews put influence on consumer purchasing behavior intention by perceived usefulness.In views of relevant mature theoretical model, this study built perfect theory model by the carding of literature reviews. The model consist of mediator perceived usefulness, independent variable online reviews and dependent variable consumer behavior intention. And on the basis of former studies, this study divided online reviews content into 8 parts including review readability, review quality, review extremity, review timeliness, reviewer professionalism, reviewer reliability, receivers professionalism and receiver similarity. And the study verifies the relation between these parts, perceived usefulness and consumer behavior intention.On the basis of questionnaire method, this study carried through descriptive statistics, reliability analysis, factor analysis and structural equation model with SPSS 21.0 and AMOS 21.0 aiming at students and office workers. The research results are as follows:review readability, reviewer professionalism and reviewer reliability are eliminated from the model; review quality, review extremity, review timeliness exert an influence on consumer purchasing behavior intention by perceived usefulness; receiver professionalism has a direct effect on consumer purchasing behavior intention. The receiver similarity has a stronger direct effect on consumer behavior intention than indirect effect. At last, the conclusion of the study brings some inspiration and recommendation for consumers and corporate strategists.