The Study About The Influence Of Contradictory Online Comments On College Students' Purchase Intention

With the rapid development of Internet economy,the way of producing and living has changed a lot.At present,online shopping has become a very important form of consumption.In the process of online shopping,consmers can not directly feel and judge the function and quality of the goods.Accordingly,the product harm crisis occurs frequently.In order to reduce this kind of harm crisis,consumers would like to obtain as much information as possible by various means.The description and existing product reviews of goods become important reference factors which vividly influence consumers'purchase willingness and behavior.Many scholars have made research on online commentary and purchase intentions,but most of them focus on how online reviews affect people's purchase intention and the discussion on online commentary and merchants' response needs to be further explored.Based on the above background,the author determines the research framework based on reading and combing the relevant literature,and draws on the Technology Acceptance Model to propose the research model.The student group is taken as the research object,the usefulness of the contradiction online comment is taken as the independent variable,and the purchase willingness is the dependent variable.Perceived risk as a mediator variable,with merchant responses and contradictory online comments as control variables.On the basis of small-scale interviews and their own experience,selecting the daily necessities of college students-the schoolbags are the material objects,and selecting the matching comments from the real shopping websites and set the four on the quality,price,express service and other comments that everyone pays more attention to.Group simulation scenarios with different contradictions and business replies,carry out 2*2 inter-group experiments,collect data through online and offline questionnaires,explore changes in people's willingness to buy in high and low contradictory commentary situations,and mediators of perceived risk effect.It can be seen from the research results that participants in the online comment group with high contradiction of merchants' response showed significantly lower purchase intention than the other three groups;in the case of a reply to a negative comment by a merchant,the consumer of the contradictory low online comment group has a higher willingness to purchase;and for the subject who believes that the perceived risk can be lowered to a high degree,the purchase intention score is high.The willingness to purchase is stronger;in addition,the perceived risk plays a partial intermediary role in the contradictory online comment and purchase intention and the merchant response and purchase intention model.This study explores the purchase willingness of college students to purchase from the perspective of merchants' responses,and enriches the research on purchasing intention.It has great guidance and reference for future academic research and business practice.