Research On The Influence Of Online Reviews On Consumer Purchase Intention Based On TAM Model

In the wonder time of e-commerce,the traditional electricity providers,cross-border electricity providers,community electricity suppliers,hotel tourism suppliers have been known to consumers one by one,although these e-commerce providers may focus different platforms and products.Whether it is a veteran electric supplier or a new wave,as one of the forms of reputation,online reviews plays an extremely important role in the consumer purchasing behavior.In the information asymmetry situation,the experience of other buyers is critical to the potential buyers.This study takes online reviews as the researching content,focusing on the impact of the characteristics on consumer purchasing intention.Based on the research of the previous scholars and technology acceptance model,this paper constructs the TAM model in perceived usefulness,perceived ease of use as a moderating variable,consumer attitudes as intermediary variables,the theoretical model of online reviews purchase intention for consumers.This study further examines the mediating effects of consumer attitudes to online reviews and purchase intention and the moderating effects of perceived usefulness and perceived ease of use for online reviews and consumer attitudes.By adding the attitudinal variables into the TAM,the paper constructs a theoretical model of the influence of online reviews of consumer purchasing intention.The empirical analysis is used as the research method and questionnaire survey was used to collect data.Study on the different consumer groups,age,occupation and shopping habits for the research hypothesis.Through the investigation of consumers,processing the sample data,this study uses the correlation analysis,multiple regression and Bootstrap method to examine the research hypothesis.The empirical results show: The number of online reviews and the quality of online reviews has a significant positive impact on consumer purchasing intention;Consumer attitudes partially mediated the relationship between quantity and quality of online reviews and purchase intention;Perceived usefulness and perceived ease of use regulate the relationship between online reviews and consumer attitudes,and then adjust the process of online reviews influencing on purchase intention by consumer attitudes.Perceived usefulness and perceived ease of use are also critical to online reviews.The research results have guiding significance to the guided role of e-commerce enterprises,which can help businesses to understand the guiding effect of online reviews.Managed by the quality of online reviews,with its own characteristics,businesses can research on quality evaluation and invalid screening system,to be managed in line comments.Through incentives to encourage consumers to write reviews,so as to better promote their products.The enterprise should pay attention to the online review module,for the positive online comments,adopt the attitude of encouragement,the higher quality and more comprehensive online comments can positively affect the consumer attitude.In view of the importance of the enterprise to realize the online comments,there may be a variety of rebates and other incentives to encourage consumers to write more lengthy,positive online reviews.At the same time,there are some false information on the Internet market,deliberately writing negative comments,may bring some losses to the enterprise,the loss of potential consumers.Businesses should remain sensitive and alert and establish contingency plans for remedial measures.Enterprises should update the latest news on the online review system,so as to find problems more promptly and improve the competitiveness of enterprises.