The Mechanism Research Of Online Reviews’ Impact On Network Consumer First-time Purchase Intention

Under the background of ―Internet +‖ era, e-commerce shows a tendency of more rapid development and the concept of online shopping has been deeply rooted in the hearts of people. Due to the virtual nature of the Internet, consumers are difficult to judge the true quality of goods, this time the online reviews information has become an important basis for consumers to make first-time online shopping decisions. However, despite the massive online reviews providing consumers with rich information, they also make consumers difficult to discern whether reviewers are real consumers and comments are true and reliable, and then influence consumers’ first-time purchasing decisions. Therefore, it is necessary to enrich the online reviews research to provide guidance for practical issues. At present, there are many differences in the online reviews research of consumer behavior by scholars at home and abroad. It has not yet formed a more mature research paradigm, and few scholars take into account network consumer first-time purchasing intention, the personality and the mental activity of the readers.Based on the theory of communication process, stimulus response theory and regulatory focus theory, and combined with the related research in the field of online reviews and consumer first-time purchase intention, this paper constructs a conceptual model of influencing mechanism on consumer first-time purchase intention from the online reviews. Then, using Spss20.0 software and Amos20.0 software to analyze the relevant 263 valid data were collected through questionnaires.Through the research, this paper draws the following conclusions:(1) The reputation of reviewers, the quality of reviews, the quantity of reviews and the valence of reviews have positive effects on consumer first-time purchase intention.(2) Consumer personality plays a part in online reviews and consumer perception. For promotion focus consumers, the valence of reviews has a more significant positive effect on consumers’ perceived usefulness and perceived credibility. For prevention focus consumers, the reputation of reviewers, the quality of reviews, the quantity of reviews have a more significant positive effect on consumers’ perceived usefulness and perceived credibility. For both of promote focus consumers and prevention focus consumers, the quantity of reviews and the valence of reviews have a significantly smaller effect on consumers’ perceived epidemic.(3) Consumer perception plays a part in online reviews and consumer first-time purchase intention. In addition, consumer perception has positive influence on consumer first-time purchase intention.According to the result of empirical study, marketing strategies were put forward from the existing review mechanism, the consumer individual differences, the integration of marketing concept, and the safe online environment. On the one hand, these strategies can help consumers from massive mixed reviews in rapid screening of valuable information, and improve the efficiency of decision-making. On the other hand, these strategies can provide guidance for the enterprise to manage online reviews, develop more effective word-of-mouth marketing, and strengthen consumer purchase intention.