The Impact Of Online Comment On Consumer Purchase Decision

With the rapid development of the Internet,the number of Internet users is increasing.The Internet has already covered people's lives.It has occupied an important part of life that cannot be acquired.Daily communication,office work,and travel are all inseparable from the Internet.The impact is growing.At the same time,the behavior of online shopping has gradually been welcomed by everyone,home appliances and diets for daily living,etc.,are all scheduled and purchased online,and the network is truly realized.A scene that allows users to enjoy life without leaving home.However,at the same time,events such as information miscellaneous on the network and network spoofing often occur.Even in the absence of false information,the large number and diversity of network information make it difficult for users to distinguish whether they are effective and reliable.Based on this,this article mainly focuses on Taobao shopping website.The research content of the article is the impact of online review on consumer purchase decision.The main content of the research study is the relationship between online comment quality as an independent variable,perceived risk mediator,brand as a regulator,and purchase decision as dependent variables.The quality of online reviews includes the content of reviews,the number of reviews,the timeliness of comments,the price of reviews,and the form of comments as their main observed variables.Based on the results of previous studies and the realities in real life,the paper puts forward possible assumptions.The statistical data SPSS and the structural equation model Amos were used to process the data.The model was constructed and the degree of fit was analyzed to make the model optimal.Through the model test we draw the following conclusions: the content of reviews,review valence,and form of review have a positive effect on the purchase decision of consumers,and the quantity of reviews and timeliness of reviews influence the purchasing decisions of consumers.Have a negative effect;perceived risk is between the content of the review and the purchase decision,between the number of reviews and the purchase decision,between the timeliness of the review and the purchase decision,between the review valence and the purchase decision,and in the form of the review There are mediating roles among purchasing decisions.Perceived risks have a negative effect on consumers' purchasing decisions.Brands are between the content of the review and perceived risk,the number of comments and perceived risk,the price of reviewing the price,and the perception of risk.There is a moderating effect.The brand does not have a moderating effect between commentary timeliness and perceived risk,and between review form and perceived risk.The brand has a moderating effect between perceived risk and purchase decision.Finally,based on the results obtained above,it is summarized and recommendations for reliability are put forward.