| With the continuous development and extension of online consumer situation, the key to affect the purchase of consumers in addition to the product itself, online reviews also become an important reference. Domestic and foreign research data proved the importance of online reviews. Reading and using online reviews of online consumers accounted for more than 90% of the total number of purchases, the majority of people who rely heavily on comments to reach more than half. Online reviews can help consumers more effectively for information analysis and problem location, and online reviews‘contents direct guide to consumer behavior.Due to the deviation and business official compulsory information content of online reviews, consumers have a strong sense of insecurity, and significantly lower consumer perceptions of autonomy and relatedness satisfaction on online reviews.Consumers will believe that the review of the information is induced, and they will realize the feeling of forced exposure, so online businesses should focus on the review of the affective content and linguistic tendency. Online reviews‘ affective and linguistic tendency will not only affect the experience of online shopping, but also affect the psychological activities, and ultimately affect their consumer behavior.Based on consumer decision theory, self-determination theory and empathy theory, this thesis studies the different effects of online reviews‘ affective and linguistic tendency. Taking into account the deviation of online reviews, this thesis will also study the moderating effects of the types of reviews, and the process of analyzing the motivation and behavior of consumers based on online reviews.This thesis mainly based on positive deviations situation, types of online reviews incorporated into the scope of the study, examines the impact of a large number of positive online reviews and a small number of online reviews on the consumer need for autonomy and relatedness, and reveals the inherent mechanism of the impact of consumer purchase intentions.Through the analysis of Jingdong Mall, Suning Tesco and Amazon China online reviews‘ affective and linguistic tendency, combined with the experimental situation to test the hypotheses, this thesis finds that online reviews‘ affective and linguistic tendency are common in the real online shopping environment, and have a significant impact on the purchase intention of online consumers. Online reviews‘ affective and linguistic tendency determines the degree of consumer need for autonomy and relatedness, and significantly affects empathy infection and empathy resistance and, in turn, customer purchase intention, also type of online reviews in which to an important role in the regulation.The findings enhance our knowledge of online reviews, and enrich the study of consumers' motivation and internal mechanism. The findings will provide online companies with a new perspective to design online retailing factors. |
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