Research On The Influence Of Search-based Product Additional Comments On Consumers' Purchase Intention

At present,the E-commerce frenzy has not faded,People increasingly like simple and convenient online shopping.However,due to the virtual nature of the network,consumers cannot see the actual product when shopping online,nor can they directly experience the performance of the product.Besides,the advertising information of merchants may exaggerate the advantages of the product itself,so the credibility is not high.Instead,comments in the form of online text or pictures are of great reference value to consumers' purchase intention.It is because of the importance of online comments that some unscrupulous merchants have taken a series of improper ways to induce consumers to make false comments and mislead consumers into making wrong purchasing decisions.In response to this situation,major shopping websites have launched " additional comments" function.In recent years,most scholars have begun to pay more attention to online comments and have conducted a lot of research,but there have been few studies on additional comments,especially the change of attitude to additional comments.In this paper,we selected the search-based products as the research object.Based on the information adoption model,this paper takes the form of additional comments(consistency and contradiction with the direction of initial comments)as independent variables,purchase intention as dependent variables,perceived usefulness as intermediate variables,time interval and brand familiarity as adjustment variables,and puts forward the corresponding assumptions.In this paper,a questionnaire survey was conducted among college students and graduate students in Hebei university,the statistical software SPSS 19.0 was used to do empirical analysis,the reliability,validity,independent T-test,analysis of variance,Regression-linear analysis and other methods were used to verify the hypotheses proposed in this paper.This paper draws the following conclusions: First,contradictory additional comments have a greater impact on consumer perceived usefulness than consistent additional comments;Second,compared with consistent additional comments,the higher the brand familiarity,the greater the impact of contradictory additional comments on consumers' perceived usefulness;Third,compared with consistent additional comments,the farther time interval is,the greater the impact of contradictory additional comments on consumers' perceived usefulness is;Fourth,consumer perceived usefulness plays an intermediary role between additional comments and purchase intention;Fifth,consumer perceived usefulness positively influences purchase intention;Sixth,additional comments,time intervals,and brand familiarity have an interactive effect on perceived usefulness.Through this research,the merchant should strengthen the management of the online comments,enhance the customer relationship management and increase the publicity of the brand;consumers should improve their ability to distinguish online comments and increase their focus on the contradictory online comments group,in addition,consumers should make every comment objectively and fairly and build a positive and healthy online shopping environment with the merchants together.