The Research About Online Review's Influence On Consumer Online Purchase

With the development and popularization of the Internet, the life of people affected by the Internet is more and more deep. According to the data,it shows that China's consumers shopping on the Internet in the year 2015 are 25.6 billion times, An average of 62 times per person,and the annual turnover is 3.88 trillion yuan,accounting for 12.9% of total retail sales of social consumer goods and 45% of the amount of consumer online shopping expenses accounted for 11 % -50%. It shows that shopping on Internet is occupying an increasing proportion. At the same time, 77.5% of consumers will pay attention to online reviews during shopping. And consumers will tend to give up shopping because of the higher perceived risk, so this paper mainly research the relationship among perceived risk, online reviews and purchase intention. It is based on the research of the behavioral decision theory,and regarded the dimension of perceived risk and purchase intention as the research object,established the research model of the paper. Through reviewing those literature, online reviews mainly selected the reviews quality, reviews score, and review pictures. But perceived risk mainly include perceived performance risk, perceived financial risk, perceived time risk, and consumer perceived service risk. According to the model,we designed the questionnaire and investigated the college students and officials. By SPSS and AMOS software to analyze the data, Research results show that on the different product attributes,influenced by online reviews, each dimension of perceived risk has different influence on purchase intention.At the first, this paper studies the effect three dimensions of online reviews on perceived risk and purchase intention,the results showed: (1) under the condition of pictures,perceived performance risk has high effect on consumer's purchase intention between search product and experience product. And the performance risk, financial risk and time risk have an important influence on the search product, but only performance risk in the experience product;(2) under the condition of review score, the performance risk and service risk are the mediation variable in search product, and performance risk and financial risk have mediation effect on experience product ; (3) under the condition of review quality, the financial risk and service risk are the mediation variable in search product, and performance risk and financial risk have mediation effect on experience product.Secondly,this paper studies the influence of the perceived risk on the purchase intention of the consumers. The results show that: (1) As the amount of online review's information changes, the perceived risk factors have a different effect on purchasing intentions,and different product attributes have certain differences;(2) As the amount of online review's information increased, the effect of performance risk has decreased in search products, but the feature did not exist in the experience product. Finally, we conclude the results of the study showed that when the consumer buy the experience product, the mainly performance risk, financial risk, time risk, risk services will have an effect the purchase intention. But the performance risk, time risk and financial risk mainly have an influence on the search product.According to the results,this paper said how to create a good shopping atmosphere and the proposal to increase business sales to Internet shopping platform and Internet sellers. And the conclusions of the paper can also provide a reference for the study of perceived risk and online comment.