Research On The Influence Of Online Reviews On Consumers' Purchase Intention

With the popularity of the Internet,the rapid iteration of smart phones and the improvement of people's living standards,more and more people choose to order takeout on the third-party takeout platform..Information asymmetry problem exists in the online shopping.Compared with merchants,consumers often have insufficient information so they always occupy an inferior condition.Online reviews can help consumers learn more about products,solve the problem of information asymmetry,and make appropriate purchase decisions.This paper firstly summarizes and sorts out the relevant concepts and literature of online reviews,perceived risks,purchase intention,take-out market.Based on the relevant theories of consumer behavior,a model of the impact of online reviews on consumers' purchase intention in the take-out market was constructed.In addition,a questionnaire was issued to conduct data analysis,verify the hypothesis and obtain the final conceptual model.This paper issues questionnaires and conduct data analysis,verify hypotheses and finally obtain the conceptual model.The empirical results show that the quality,quantity,efficiency and timeliness of online reviews have a positive impact on consumers' purchase intention when they purchase take-out food.Perceived risk plays an intermediary role in some paths,and the professional degree of receivers has a moderating role.The research results are of guiding significance to all parties involved in the external market.Enable the platform to optimize the existing review mechanism;Merchants should attach importance to the role of online reviews and encourage consumers to make positive and specific comments,which will help attract more potential consumers.When reading online comments,consumers should also actively participate as reviewers,provide information and help to others,and create a harmonious atmosphere of mutual assistance.