Online Reviews' Impact On Service Group Buying Decision Based On Elaboration Likelihood Model

After experiencing the stage of war,barbaric growth,capital bubble,the survival of the fittest,reorganization of resources and a series of dramatic changes,online group buying has entered a stage of steady growth and become an important new form of e-commerce,which plays an important position in the daily life of consumers.Online group buying platform provides rich and comprehensive online reviews for consumers.When consumers make purchase decisions,they will assess the quality of products and services based on using experience and service evaluation of other consumers.Those online reviews have become an important reference for consumers to make purchase decisions.Therefore,the utility value of online reviews on the group purchase platform has attracted wide attention from enterprises and academia.This dissertation through the web crawler tool to capture massive online reviews on Meituan.com,using the Elaboration Likelihood Model as the theoretical framework,explores how online reviews information on group purchase websites affect consumers' purchase decisions through central route and peripheral route,and the difference of decision convenience between two routes and the moderating effects of access convenience on the basis of service convenience theory.The results revealed that the variance of reviews in the central route have a positive impact on the sales volume of service group buying.Negative review,Star1 Review and Star5 Review have negative effects on the sales volume of service group buying.The volume of reviews,the variance of reviews and the wish in the peripheral route positively influence the sales volume of service group buying,while the price and discount rate negatively influence the sales volume of service group buying.Compared with the central route,the effect of peripheral route on consumers' purchase decision is more intense,because the consumption of time and energy is less thus consumers' decision-making convenience is higher.Access convenience moderates the relationship between the central route variables,the peripheral route variables and the sales volume of service group buying: in the terms of the central route,access convenience can promote the negative effect of extreme reviews on the sales volume of service group buying whereas weaken the positive effect of variance on the sales volume of service group buying;in the terms of the peripheral route,access convenience can reduce the positive effects of volume and valance of reviews on the sales volume of service group buying,and weaken the negative effects of price and discount rate on the sales volume of service group buying whereas enhance the positive effect of wish on the sales volume of service group buying.The conclusion of this dissertation can enlighten the deep understanding of service group purchase consumers' purchase decision-making mechanism,and clear the influences of online reviews information and service convenience on consumer purchase behaviors.Meanwhile,this study provides theoretical supports of the optimization of online information presentation,the improvement of online review content,the polish of the quality of internet word-of-mouth,and the catering of consumer decision-making mechanism.