The Study Of The Impact On Consumers' Inquiry Learning Of Online Reviews,product Characteristics And Consumer Characteristics

Consumers online shopping are vulnerable to a variety of information,although the emergence of online reviews and other functions have increased the opportunities of consumers in the shopping process to understand the information,many consumers still prefer to inquire information on the goods to know more.In the past research,scholars pay much attention to the impact of online reviews of consumers,while they pay little attention to consumers'Inquiry Learning when shopping online.This study is about to research consumers'Inquiry Learning when shopping online.This research will study the factors that influencing consumers' inquiry learning.This research has two dimensions.The first one mainly studies the research from the perspective of external factors that influence consumer behavior in the e-commerce environment.And the second one studies the research from the perspective of internal factors that influence consumer behavior from consumer's self-attributes.In the first study,firstly,we crawler the transaction data from the global online retail website Amazon.com(USA),secondly,we make statistical analysis of the transaction data,finally,we get data analysis results.In the secondly study,firstly,we get data through questionnaires,secondly,we make statistical analysis of the questionnaire data,finally,we get data analysis results of the second research.Through the first study,we find:? In e-commerce,the more online reviews there are,the more likely consumers are to inquire information.The higher the price of a product,the more likely consumers are to inquire information.The higher the emotional intensity of online reviews,the less likely consumers are to inquire information.Among them,the number of reviews has the greatest impact.? In e-commerce,product ranking has nothing to do with consumers' inquiry learning.And product satisfaction has nothing to do with consumers'inquiry learning neither.? In different product types,the effect of the number of online comments is different,and the effect of the emotional intensity of online reviews is different too.The number of online reviews has a greater impact on search products than experience products.The emotional intensity of online reviews has a greater impact on experience products than search products.Through the second study,we find:?Consumers' shopping experience has a positive impact on consumers' inquiry learning.And consumer trust has a positive impact on consumer inquiry learning behavior.Perceived risk has a negative impact on consumer inquiry learning;? In consumer Big Five personality,agreeableness has a positive impact on consumer inquiry learning while other personalies have no effect on consumer inquiry learning.At the same time,agreeableness has a further impact to consumers inquiry learning by affecting perceived risk.In theory,the conclusion of the research consummates the research framework of the consumer word-of-mouth furtherly.And the research introduces the important variable of consumer inquiry learning,and it explains the influencing factors of the inquiry learning behavior on the consumer.This study provides a theoretical basis for other studies.In addition,the conclusions of the study also have some practical guiding significance.The behavior of consumers in the online shopping is autonomous,so enterprises should take effective measures to follow consumer inquiry learning.Only in this way,could the enterprises win the heart of more consumers.