The Impact Of The Distribution Of Online Consumers' Reviews On Consumers' Purchase Intention

With the continuous improvement of E-commerce industry,more and more shopping websites provide consumer online review mechanisms for consumers.Online Reviews of Consumers(ORC)has been widely used in various online trading platforms and become a common phenomenon in online word-of-mouth marketing,which has had a far-reaching impact on purchase decision-making behavior for online consumer.This paper focuses on the dispersion of ORC distribution,combine it with review valence,and reveals the moderate effect of product categories on the dispersion of ORC distribution,and the underlying mechanisms.Using literature analysis,experimental manipulation and statistical analysis,this paper systematically explores the ORC distribution features.This paper systematically analyzes the mechanism of the ORC distribution features on consumers' purchase intention by examining the moderate effects,mediating effects,and moderate mediating effects.The important conclusions obtained from the study are as follows:(1)The dispersion of ORC distribution has a significant moderate effect on ORC valence.When the bar graph of ORC distribution has bimodal peaks,ORC valence has no significant difference on consumer purchase intention.(2)The product category has moderate effect on valence and dispersion.There is a significant three-way interaction between valence,the dispersion of ORC distribution,and product category.For hedonic products,the bimodal distribution and neutral valence can significantly increase consumers' purchase intention.(3)Motivation of consumers to process information plays as mediate role in the influence of valence on consumers' purchase intention and is moderated by the dispersion of ORC distribution.The interaction between valence and the dispersion of ORC distribution has theoretical practical significance.In the context of e-commerce,the combination and design of the ORC distribution features including other review information can improve consumer evaluation on products and change the preferences of target consumers.The results also suggest that enterprises,blindly increase the good reviews,or deliberately maintain the number of different valence of ORC,the ratio of good and bad reviews need to consider other factors,such as the existing the overall score of ORC and the product category.The above research results can provide referential value and theoretical value for all market players involved in network marketing,including companies,consumers,and third-party platforms.