Online Additional Comments' Influence On Purchase Intention

The emergence of the network to a great extent,provide convenience for our daily life,we don't need to go out,at home on the mouse to click can buy goods you need.Online commentary has become the important criteria of people choose goods.So when consumers in choosing goods pay more attention to the network.Online reviews in retailer,or third party web site evaluation of information relating to the product or service from the consumers.Online comments is important basis of consumer purchase decisions.Especially in today's information overload environment,how to help consumers find the online reviews are helpful to their decision has become an important research question.Original online reviews sometimes just the intuitive sense of the buyer,after the goods used for a period of time,the feeling may change.So it is necessary for goods to add comments.This paper aimed at this shortage,to the original on the basis of the research as the original comment,learning method,from the original comment at the same time,combined with the original comment to explore the effect of the additional reviews on consumer purchase intention.Online reviews are usually with the aid of the role of other factors to influence consumer purchase intention,this study discusses the online supplementary comments,and combining with the brand familiarity and product involvement degree to study the effects of consumer attitudes.This study based on ELM model and double information to persuade theory to study the effect of additional reviews on consumer purchase intention,brand familiarity and product involvement degree will play a regulatory role.Study used the experimental design is 2 * 2 * 2 groups.Research by SPSS,respectively,in the application of variance analysis,validity analysis,to put forward the assumption of a correction and verification are studied and results.Analysis concluded that the original comments and additional comments are inconsistent in line with the original comment and additional comments,compared to the former under the condition of a greater impact on consumer purchase intention.In the low brand familiarity and low product involvement degree,additional comments inconsistencies and additional comments consistency effect on purchase intentions is not obvious;In high brand familiarity and high product involvement degree,additional comments inconsistencies additional comments consistency greater influence on purchase intention.The experimental results proved that the additional comment on the consistency and inconsistency of effects on the consumer purchase intention.These findings about marketing management personnel tocarry out the additional comments about marketing provides a certain reference value,has played a very good guidance for the marketing management work.The innovation of this article three points: first,it is pointed out that additional comments for the consumer purchase intention have a certain degree of impact,it will speak for the future researchers to lay a solid foundation for additional comments inquiry;The second is the joint original comments and additional comments for consumers to buy the various reaction were studied,enables consumers to be more objective to purchase goods,so this research has certain practical significance;Finally through the relevant research results can let businessmen to understand the importance of network additional comments,formulate the corresponding after-sales service,so consumers can enjoy a high level of after-sales service.