An Empirical Research On The Effect Of Positive Online Review On Clothing Consumer's Purchase Intention

With the rapid development of network technology, the Internet application in the electronic commerce is increasingly wide, online selling is developing in this context and the environment, and has been a new and increasingly popular sale channel. Via the Internet, online operators not only reduce marketing costs, but also provide consumers with more diverse, more price competitive products and services, so online shopping is becoming a popular shopping way. Clothing as one of the largest daily consumer goods, have the largest online transactions. As a typical representative of experience goods, relevant features about clothing can't be known easily, and because of the virtual nature of online transactions, compared with traditional way, online clothing consumer's perceived risk has increased, therefore, in order to reduce the risks of asymmetric information, online reviews become the main source of obtaining information about online operator's reputation and service, quality of merchandise and other main information. According to China Internet Network Information Center statistics, online review is the most important factor affecting online shoppers to make purchasing decisions. But now, scholars'study about how the online reviews influence consumers'purchase intention is relatively less, and scattered. Given the current status of research and clothing'experience characteristics, this research focus on review content system in online shopping platform, study how the informative characteristic variables of past buyer'-s comments effect consumer's purchase intention.This paper used empirical way, from the perspective of the online clothing consumer, studied the influence of online reviews on consumer purchase intention, according to previous literature research, proposed the assumptions and theory model, study the number and quality of online reviews'influence on clothing consumer'purchase intention, select sufficiency, relevance, objectivity, authenticity as the four major dimensions of review quality. And on the basis of previous studies, used perceived informativeness and perceived popularity as the mediating variables, This study focuses on the influence mechanism of online review to clothing consumer's purchase intention, and to improve clothing comment content system and he usefulness of the commenting system, this article studied which is the review content that customer care about most when they choose clothing in the form of questionnaire, hope to provide marketing advices for online operators.This study used questionnaires to collect relevant data, used SPSS 18.0 software for data analysis, the study found, the quantity and quality of online reviews positively effect the consumer purchase intention, perceived informativeness and perceived popularity positively influence consumer purchase intention. Perceived popularity's Mediation effect on relationship between online quantity and purchase intention is significant, mediation effect of perceived informativeness on relationship between online quality and purchase intention is significant, mediation effect of perceived informativeness on relationship between online quantity and purchase intention is significant, review objectivity's influence on customer purchase intention is not significant. Such review content factors as quality, style, comprehensive information about previous customers, overall feeling, the operator's reputation and attitude for returning and exchanging goods, logistics (courier) speed that consumers care about most. Finally, according to the findings, put forward corresponding suggestions for online clothing retailer and make a future research outlook.