| With the development of the Internet,online shopping has become the most popular way of shopping.Online reviews plays an important role in online shopping,which helps customer make an optimal and reasonable purchase decision.And additional review is a new special form of online reviews.127 undergraduates and postgraduates were selected for the test.The mixed experiment-2(review valence:positive,negative)×3(additional form:no additional reviews,consistent additional reviews,inconsistent additional reviews)×2(product involvement:high,low)was adopted to explore the effect of additional reviews on perceived usefulness and purchase intention.Review valence and product involvement are between participate variable,and the additional form is within participate variable.The dependent variable are the score of perceived usefulness and purchase intention.The results showed:(1)The additional form of review had a significant effect on perceived usefulness,its main effect and the interaction with review valence were significant.First,the perceived usefulness in the consistent additional reviews was significantly higher than that in the no additional reviews and inconsistent additional reviews;Second,under positive reviews,the usefulness in consistent additional reviews and inconsistent additional reviews was significantly higher than in no additional reviews;under negative reviews,the usefulness in consistent additional reviews condition and no additional reviews was significantly higher than in inconsistent additional reviews;(2)The additional form of review had a significant effect on purchase intention,its three variables interaction with review valence and product involvement was significant.First,purchase intention in consistent additional reviews was significantly higher than in no additional reviews,and no additional reviews was significantly higher than in inconsistent additional reviews;Second,under high product involvement,when the initial reviews were positive,purchase intention in consistent additional reviews and no additional reviews was significantly higher than in inconsistent additional reviews,when the initial reviews were negative,purchase intention in inconsistent additional reviews was significantly higher than in no additional reviews and inconsistent additional reviews;under low product involvement,when the initial reviews were positive,purchase intention in consistent additional reviews was significantly higher than in no additional reviews,and no additional reviews was significantly higher than in inconsistent additional.Conclusions:(1)In online shopping,consumers' initial reviews and additional reviews can have an impact on the usefulness of information perception.The additional reviews that are consistent with the positive reviews are considered more valuable,and the additional reviews that are inconsistent with negative reviews can create uncertainty for consumers.(2)The usefulness perception of the initial reviews and its additional reviews will further affect the consumer's purchase intention,which is restricted by the degree of the product involvement.For the high involvement of product,consumers are very concerned about the consistency of the reviews.For the low involvement of product,contradictory reviews on the purchase intention is not too much impact. |
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