Research On The Influencing Factors Of Online Consumers' Picture Reviews Intentions

The scale of online shopping consumers in China is increasing.Online shopping is becoming more mainstream,and consumers now really rely on it.However,the virtual nature of online shopping can easily cause the consumer's risk concern,compared to traditional offline channels,it is urgent and necessary for e-commerce sites to find a way to effectively build customers 'confidence.And then online customer reviews came into being.Today it has become a necessary step for customers to look over online reviews.With the development of Internet multimedia technology,the e-commerce sites have been able to support the visual image review forms such as pictures and videos,and as a result,the picture review has become one of the mainstream e-commerce review forms.But at present,online consumers have a lower enthusiasm to make picture comments.Thus,it is urgently needed to solve the contradiction between the huge picture reviews reference demands and the depressed publishing intentions.Therefore,through combing existent research literatures on Internet word-of-mouth and online reviews,this paper builds the research model of influencing factors on the willingness of online consumers to publish picture reviews.In this paper,358 effective questionnaires were collected by both ways of online and offline,and the gathered data analysis was based on SPSS 21.2.The conclusions are as follows:For the online shopping students with high educartion,the positive emotion expression and the reciprocal motives,the extroversion personality traits of the consumers and the experience of the online purchase,can positively affect con sumers,willingness to make picture reviews;The cost of execution and concerns about the risk of privacy can negatively affect consumers' intention of online picture reviews;the current e-commerce incentives can't inspire college students to make picture reviews;there are no significant positive or negative correlations between students' negative emotion expression motivation,introverted personality traits,gender or consumption levels and their intentions of picture reviews.In addition,the study also found that the picture reviews form has the strongest influence on college students' online purchasing decisions,the size of the impacts of existent four online reviews forms are as follows:picture reviews>short video reviews>word reviews>rating reviews.It can be seen that college students are more dependent on the visual comments.Finally,based on the above research conclusions,this paper provides the corresponding improvement suggestions for e-commerce platforms and sellers,in order to realize the increasing number,and improved quality of the picture reviews in the e-commerce websites at an early date.