The Influence Of Buyer Feedback,Product Type And Risk Perception On Consumers' Purchase Intention

With the popularity of the Internet,more and more people choose to buy the products and services they need on the Internet.According to the survey report,97.7%of consumers will check or refer to relevant comments before conducting shopping online.Research shows that people's purchase intentions are influenced by the feedback from buyers.There are many different types of products on the Internet,different types of products have different attributes,and different types of product reviews have different usefulness.Faced with different types of products,consumers' shopping behavior will be affected by buyers' feedback.Different individuals have different feelings about the feedback from buyers.The feedback from buyers promotes or inhibits the purchase behavior of individuals,which is essentially a process of individuals processing the feedback information.Risk perception,as an important psychological variable that affects the purchase behavior of consumers,has been widely concerned by researchers.Previous studies have shown that consumers' purchase intention will be affected by the level of risk perception.Therefore,this study will explore the influence of product types and buyers' feedback on consumers' purchase intention,and the influence of risk perception and buyers' feedback on consumers' purchase intention through two experiments.In experiment 1,Complete interviewee design of 2(buyer feedback: high praise feedback,high difference feedback)� 2(product type: search type,experience type)was adopted,with a total of 120 participants,to explore the influence of product type on the relationship between buyer feedback and purchase intention.Experiment 2 is in experiment 1,on the basis of selecting experience products as the main experimental materials,use 2(buyers feedback: high praise feedback,elevation difference evaluation feedback)x 2(low risk perception: high risk perception,risk perception)completely between subjects design,a total of 120 subjects to participate in,to explore the risk perception influence on purchase intention and the mechanism of action of buyers feedback and purchase intention.The results were as follows:1 Buyer's feedback has a significant impact on purchase intention,which is manifested in the fact that the purchase intention of products with high praise feedback is significantly higher than that of products with high difference feedback.2 Product type influences the effect of buyer feedback on purchase intention.Under the circumstance of high praise feedback,the purchase intention of experimental products is significantly higher than that of search products.3 Risk perception has a significant impact on purchase intention.Specifically,in the low-risk perceived context,the purchase intention of subjects is significantly higher than that of subjects in the high-risk perceived context.4 Risk perception will affect the effect of buyer feedback on purchase intention,but this effect is only manifested in the situation of high praise feedback,that is,in the situation of high praise feedback,the purchase intention of subjects in the low-risk perception situation is significantly higher than that of subjects in the high-risk perception situation.