Research On Influencing Factoes Of Consumers' Purchasing Decision Under Online Review Context

Information is closely related to our life and work.And with the rapid development of information technology,people's consumption patterns have undergone earth-shaking changes,people increasingly rely on e-commerce for shopping.Online review information is an important part of e-commerce,and consumers will definitely check the online review information left by other consumers before shopping,thus providing a basis for their own purchase decisions.Therefore,online comment information is particularly important,which can directly affect consumers'purchase decisions.However,the information processing ability of consumers is limited,and the amount of online review information is increasing.When the amount of online review information exceeds the information processing ability of consumers,it will lead to information overload.When consumers feel the information overload,they will adopt purchase avoidance decision-making.In the context of online reviews,the factors that affect consumers'perception of information overload include information characteristics and personal characteristics.The information complexity and usefulness of online review information,consumers'product knowledge and Internet self-efficacy will affect consumers' perception of information overload.The degree of involvement of consumers in online review information also leads to different perceptions of information overload.Therefore,this paper focuses on the impact of information characteristics,personal characteristics and consumer involvement on consumers' perception of information overload,which ultimately impacts on consumers' purchase decisions.This paper first makes a meta-analysis of information overload to provide support for the theoretical model proposed in this paper,and then uses the method of questionnaire survey to test the theoretical model proposed in this paper.The theoretical model proposed in this study contains 7 variables:information complexity,information usefulness,product knowledge,Internet self-efficacy,involvement,information overload perception,purchase avoidance.In this paper,consumers with online shopping experience were investigated.242 valid surveys were returned from the 300 surveys on an online survey website.The effective recovery rate was 80.7%.SPSS,Amos and other software are used for data processing and analysis,which includes descriptive statistics,reliability and validity test,common method bias analysis,and AMOS structural equation model analysis to test the theoretical model proposed in this paper.The conclusions are as follows:(1)The main effect test shows that only information complexity has a significant impact on information overload perception in the two dimensions of information characteristics,and has a positive impact on information overload perception.(2)The two dimensions of personal characteristics:product knowledge and Internet self-efficacy have a significant impact on information overload perception.Product knowledge has a positive impact on information overload perception,and Internet self-efficacy has a negative impact on information overload perception.(3)Information overload perception will lead to make purchase avoidance decisions.(4)The moderating effect test shows that the involvement of consumers in online review information regulates the complexity of information to information overload perception and Internet self-efficacy to information overload perception,and the two hypotheses of regulating information usefulness to information overload perception and product knowledge to information overload perception are not valid.