Study On The Impact Of Online Reviews On The Purchase Intention Of Young Female Customers

With the rapid development of Internet penetration and the scale of Internet users,online shopping has become a fashionable and convenient way.Online-shopping saves time and money,has a great of variety,so people become enthusiastic about shopping.By the end of 2016,the market transaction of China retail network reached 522.18 billion Yuan,and clothing amounted as high as 93.43 billion Yuan,accounting for about 18%.53.5% of clothing customersare women aged 20-39.Online shopping is a double-edged sword.it can promote network trade,increase national GDP.However,it could also bring many problems,such as the receipt of goods and the expectations are different,goods might be damaged in the process of delivery,etc.And the most prominent problem is in the purchase of clothing.Clothing is a kind of experiential goods,consumers can not try on clothing in online shopping.They could only rely on the business description and photographs of the merchandise to judge whether the goods comply with their shopping needs,so there will be a considerable risk of shopping online.In this circumstances,comments written by former consumers emerge as the times require.Consumers shopping online for the first time can search for online review information about their own consumption demand,and then make their purchase decisions.Online reviews have an important influence on consumers’ purchase intention.Therefore,this paper takes the impact of online reviews on consumer’s purchase intention as the research topic,which has practical significance and theoretical significance.This paper takes the group of 20-39 years old young women who accounts for the greatest percentage of clothing online shopping as the research object to further study the contents of online reviews,including the influence of online reviewers on consumer purchase intention influence from five dimensions,which are online commentators credit,the number of online reviews,the content quality of online reviews,potency of online reviews.The form of online reviews,,joining the mediating variables of perceived risk.The conclusions of this study are as follows.First,the credibility of online commentators have significant positive influence on consumer purchase intention;the number of online reviews have significant positive influence on consumer purchase intention;the content of quality of online reviews has a significant positive influence on consumer purchase intention;valence of online reviews has a significant positive impact on consumers purchase intention;online comment form has a significant influence on consumer purchase intention.Second,Perceived risk plays a full intermediary role in the impact of creditworthiness of online reviewers on consumer purchase intention.Perceived risk plays a part of the intermediary role in the impact of the content quality,quantity,form,and valence of online reviews on consumer purchase intention.Based on the conclusions of this study,the author puts forward six suggestions for online retailers.First,pay great attentiontoword-of-mouth marketing value of online reviews.Second,actively explore online reviewers with high credibility.Third,actively encourage consumers to publish high quality online reviews.Fourth,pay attention to the number of online reviews.Fifth,pay great attention to the form of online reviews.Sixth,actively encourage the publication of positive online reviews and negative online reviews.