The Impact Of Online Shoppingadditional Reviews On College Students' Purchasing Intention

Internet e-commerce has brought convenience to people,who can buy the needed goods through the network.At the same time,the influencing factors on the decision-making in the network environment have attracted more and more attention of researchers.During consumers browsing the product page and making the decision,inevitably they will concern with and reference to comments on the products from other consumers.In the study of Chinese online shopping market report in 2015,China Internet Network Information Center(CNNIC)pointed out that network comments play a very important role in the consumer making online shopping decision,and the impact on consumers is great.Online reviews are the main sources for consumers to evaluate the product quality and business services.Based on researching a lot of papers,it is found that researchers tended to pay more attention on the initial reviews of the products,but the additional reviews as a new form might have great influence on consumer purchase behavior in now online shopping.Additional reviews are more reliable,because consumers make their own opinions when they use products.For the potential consumers,relevant information about the products and services in additional reviews are more real.The credibility of additional reviews is higher than initial reviews.Due to the previous researches of network shopping in additional comments were not sufficient,so this paper firstly reviews literature and then explores the influence of the additional comments on college students' online shopping intention,while the trust variable is introduced to study.In this study,292 college students as the research object of the experiment,we design of the simulation of the real online shopping page for the experiment,the subjects through the web link to fill in the questionnaire.Variance analysis and regression analysis are used to analyze the results.The conclusions are as follows:(1)Whether buying search products and experience products in the network,the purchase intention will be enhancement due to positive additional comments,and reduction by negative ones.Regardless of the initial review is positive or negative;(2)Review valence plays a moderating effect and trust is as a mediation variable.In other words,the moderating effect of the review valence is achieved by the trust variable.However,it is not suitable for the case in the purchase of experiential products,the mediated moderation model does not exist.