The Influence Of Online Customer Comments On Purchase Intention

In the modern information society,the Internet is more and more widely used in people's life and work,with Internet to search and query on the products,services,and products use the experience to carry on the communication and exchange.In recent years,the rapid development of the network retail industry,more and more enterprises to carry out e-commerce marketing,with a low cost to meet the diverse needs of different users.The formation of a large number of shopping sites to stimulate the interest of people's online shopping,users can get their own products using online shopping.Network of word of mouth refers to the user in the purchase of products,services,the relevant information through the network carrier to publish,and affect the process of other network consumers.Online reviews as a special Internet word of mouth,can the consumer behavior of consumer caused great influence,and has a wide distribution,storage of strong,transmission range,variety and influence of the big characteristics.For online reviews of a product is gradually affect consumer behavior,also become the enterprise network a key marketing tools,online reviews and enterprise marketing decision making and economic benefits have improved greatly.So the network enterprise must correct understanding of online comments on consumer behavior intention,in a comprehensive grasp of consumer online reviews based on improve effect of decisions based on,efficient management of online reviews and improve economic efficiency of enterprises,promote enterprise's sustainable development.This study based on the network marketing environment,the reference CCDVTP,to smart phones,for example,consumer behavior intention is treated as a variable,from multiple aspects and angles were investigated in detail consumer behavior intention influenced by the external stimulation of online reviews.Study found that the direction of online reviews,types will have a greater impact on consumer behavior intention,according to the research conclusion to guide enterprises to carry out the online review management work to further deepen understanding of consumer psychology,to help enterprises to build up a good brand image,expand the network sales of smart phones,increase the profit effectively.