Consistency Of Online Initial Comment With Additional Comment On Purchase Intention Impact Study: Regulatory Effect Of Consumer Metacognition

With the rapid development of Internet technology,shopping is becoming more and more popular among consumers,and the attention to information is increasing in the process of purchasing.As the extension of word of mouth marketing,online reviews information to trading success or not plays an important role,therefore,the influence of online reviews on consumer purchase intention more and more get the attention of scholars and the seller.It is against this background,this thesis select online reviews as the research object,in different order in comments and additional comments for the first time at the positive and negative influence on consumer purchase intention,and how to impact through perceived risk in the intermediary role,at the same time introducing consumer metacognition as regulating variable study.This study mainly adopts the methods of literature research,in-depth interview,questionnaire survey and statistical analysis.Firstly,by reading the literature and combining the experience of online shopping in real life,the research objects are determined as online comments.Secondly,through in-depth interviews,the research questions are determined and the hypotheses are put forward in combination with relevant theories,and the conceptual model of this thesis is built on this basis.Thirdly,the questionnaire for the study of this thesis and the model design,including the pre-test questionnaire and the formal questionnaire,and the data collection;Then,SPSS statistical analysis software is used to analyze the data and verify the hypotheses.Finally,the conclusion is drawn and corresponding management suggestions are put forward.Overall,through the research of this thesis for online shoppers to initial comments and additional comments titer,perceived risk,metacognition,consumers purchase intention is analyzed,the relationship between the data analysis results show that set has a significant positive influence on purchase intention,has a significant negative influence on perceived risk,and confirms hypothesis is put forward,assuming other three groups was not established.Based on the analysis results,the author puts forward some suggestions on the management of business and consumers.From the perspective of merchants: firstly,we should set up the right business philosophy to improve product quality and service,which is the fundamental of management.In this way,the positive proportion of the comments will be increased,and the credibility of the merchants will be enhanced,thus resulting in profit.Secondly,website merchants should pay attention to the important role of negative comments.Once negative comments are made,they will lower the goodwill of consumers to the merchants and thus affect the reputation of merchants.Again,after negative comments,remedial measures should be taken;Finally,it reduces the perceived risk of consumers by improving the service of the website.From the perspective of consumers: on the one hand,consumers can strengthen the analysis,judgment and selection of contradictory information,and choose information that is valuable to their purchase decision and make use of it.On the other hand,consumers are doing the customer role at the same time,also should actively play to the role of the reviewers,according to own actual experience to make a real and effective comments,to provide the opinions and suggestions to other potential buyers.