The Influence Of Online Reviews On Consumer Purchase Intention In The C2C Environment

With the advances in information technology,the Internet to expand the area of coverage,online shopping has become a popular trend.The prosperity and development of China’s online shopping market, there are new breakthroughs in the volume of transactions each year.As C2C e-commerce model has the advantages of low cost, and convenient trading,it become to the largest number of participants, the most widely used in the field of trade forms.The mainstream of China’s online shopping mode is C2C e-commerce mode.There are advantages and disadvantages of shopping in the network environment,the asymmetry of information makes the interests of buyers more vulnerable to damage.Buyers in order to reduce the losses caused by the asymmetry of information,they will spend more time focusing on other consumers’ comments on the product,that is the product’s online reviews.Online reviews can reduce consumers perceived risk, stimulate purchase intention, and ultimately make a purchase decision.For businesses, consumers post online reviews can affect the potential consumers, so to be able to accurately grasp the online reviews of the influence of various factors on the consumer purchase intention, make good Internet word of mouth, for the shop long better management strategies.This research uses the method of empirical research and literature research to explore the influence of online reviews on consumer purchase intention in C2C environment. Through consulting the relevant literature at home and abroad, to understand the research results of other scholars, and on this basis, proposed the theoretical model of this study and the design of a suitable questionnaire.This study collected 213 valid questionnaires,using SPSS 17.0 and AMOS21.0 software to analyze and process the collected data,verify the hypothesis of this study is established,and commentators competency, the quality of online reviews, the number of online reviews, online reviews the titer of influence on consumers’ perceived value and purchase intention.The study found that:the four dimensions of online reviews have a significant positive impact on the perceived value and purchase intention of consumers.According to a study of the importance of the various factors, put forward some Suggestions for merchants to attract more consumers. Finally, pointed out the deficiency of this study and the outlook for future research.