A Study Of The Impact Of Online Reviews On Consumer Buying Decisions

With the arrival of information age, the Internet is gradually becoming an essential strategic infrastructure, promotes the enterprise business model and consumer spending habits change and optimization. Enterprise can realize online via the Internet without entity shop management, manpower cost, fixed cost is low, business scope and the way also is relatively flexible. At the same time, consumers can through online search engines quickly find the right product range, never leave home consumer demand can be met.In normal commodity trading information asymmetry phenomenon between the seller and the buyer, in the network shopping, trading occurs under the same space used to be divided, buyers can't come into contact with the real product, can only see the seller published on the web page relevant product information, information asymmetry between sellers and buyers are further widening. At this point, the online reviews relevant product offers consumers access to more sources of information and channels. Online reviews are determined by the consumer evaluation of the purchased product on the Internet, including the objective description of the performance of products, the use of subjective feeling and purchase a product or service experience and business service attitude, etc. Can get more through reading online reviews consumer choose and buy of commodity information, and thus further to determine business issued by the commodity information of authenticity and quality of the commodities, reduce the risk of purchase. Formed on the basis of product knowledge and perceived value, to make a purchase decision.In the analysis of the predecessors' research results of this study and reference, on the basis of combining the stimulus-response model as well as the "Howard--sheth" consumer behavior model, with critics competency, quality and the number of online reviews online comments as independent variables, perceived value as intermediary variables, consumer product involvement degree as regulating variable, consumer buying decision as the dependent variable to build online reviews research on the influence of the consumer purchase decision model, put forward the research hypothesis. Using the questionnaire survey to get the required data, with the aid of SPSS20.0 data analysis. Finally, the results showed that commenters competency, number of online reviews, online quality affects the perceived value, and through perceived value further influence consumers purchase decision; Perceived value in reviewers competency, quality of online reviews, online comment number and intermediary role between consumer buying decision. In addition, this research also confirmed that consumer product involvement degree of reviewers competency, quality of online reviews, online comment number between customer perceived value and adjustment.Finally, according to the research conclusion, for the electricity enterprise with reference of marketing strategies and Suggestions are put forward. Electricity enterprises from the perspective of strategic online reviews in the face of the important role of enterprise product marketing, to fully excavate and make use of online reviews, do a good job in total quality management at the same time, encourage and guide more people to make a high quality online reviews, realize the double-win between enterprises and consumers.