Research On The Impact Of Information Quality Of Online Product Reviews On Consumers' Purchase Intention

The flourishing development of the Internet has promoted a qualitative change in the commodity trading model.People are not stuck to the face-to-face transaction forms of physical stores in the past and gradually start to choose online shopping that requires no face-to-face contact and no need for personal interaction as their main transaction method.The online product review is an important reference for consumers to make online shopping decisions.It not only can provide consumers with product-related information support,but also can display inferior products in front of consumers,and play an important role in purifying the online shopping platform environment.The indispensability of the online shopping era,the indispensability of online product reviews,and the weakness of consumer discernment capabilities have undoubtedly prompted us to attach importance to the important role of online product reviews,and we need to conduct meticulous,comprehensive,and sustained research on them.At present,there has been a certain amount of research on online reviews.In macro terms,many research perspectives are not new enough,and are limited to the impact of certain characteristics of the review on consumers' purchase decisions.However,the behavior of online shoppers in reality is difficult to determine,resulting in contradictory conclusions drawn by many scholars.On the other hand,the lack of meticulous research in quantitative research has also led to the failure to fundamentally explore the factors that influence online reviews.This is unfavorable for fully understanding the needs of consumers and establishing a reasonable marketing plan.Based on the principle of dual path of information dissemination,this article sets the information quality of online reviews as a central path and the credibility of reviews as an edge path.It incorporates social science and behavioral science analysis methods and ideas and introduces the theory of planned behavior.Attitudes are refined into two dimensions: product value recognition and emotional response.They also study the impact of the quality of review information and the credibility ofreviews on the purchase intention,and analyze the impact mechanism.Based on the analysis of 484 valid questionnaires,the conclusions show that the quality of online product reviews can be reflected in six dimensions: objectivity,depth,accuracy,relevance,completeness,and usefulness.It reveals that the main dimensions of online product review information quality are two aspects: objectivity and profoundness.Compared with the credibility of reviews,information quality has the most significant impact on the recognition of the value of goods.The most significant effect,The cognition of commodity value has the most significant influence on consumers' purchase intention.From a theoretical point of view,this study introduces the dual-path approach to construct a dual-path model of the impact of online product review information quality on consumer purchasing intentions,and discusses the impact mechanism,which is a new attempt for research in this area.The research assisted with the theory of information communication and the theory of social psychology,using the theory of planned behavior analysis,subdividing consumer attitudes,which is conducive to bringing this research to a more nuanced discussion,based on the implementation of real investigation and analysis,we conducted an empirical study.the results of the study enriched the online shopping marketing theory,and provided new ideas for word of mouth marketing.On the actual level,this study conducted actual investigations and used the data to conduct empirical analysis.The conclusions can provide new ideas for the online shopping platform to improve the online review mechanism,and also can guide the online shopping platform to conduct more targeted management of comments,and provide data support to formulate the correct marketing strategy.For consumers,by guiding the online shopping platform to rectify the online review mechanism,it reduces the interference of many false comments,consumers can make more rational and rational decisions,greatly improving the online shopping experience.At the same time,with the advent of the era of big data,online shopping platforms are facing new opportunities while also facing new challenges.Tens of thousands of data are generated from time to time.Behind the massive products,there are countless online reviews.These reviews are true representations of the goods and play a vital role inthe sales of the products.How to make comments effective,this study elaborates on the dimensions of the impact of on-line review information quality,the online shopping platform can pay more attention to these dimensions in order to achieve the purpose of reciprocity between consumers and businesses.