The Impact Of Online Shopping Additional Reviews On Consumers' Willingness To Purchase

With the rapid development of Internet technology and e-commerce,people's pace of life has accelerated,and online shopping has become an indispensable part of people's lives.When people don't leave their homes,they can choose a satisfactory product among the many products.In order to ensure that consumers can obtain more effective product information and identify cost-effective products,online reviews came into being.The emergence of online reviews has made product information more comprehensive and has become an important way for consumers to recognize goods.However,in order to improve the star rating of the store,some merchants adopt various means to beautify the use experience of the goods,thereby confusing the judgment of the consumers.This makes it more difficult for consumers to identify valid information.In order to make up for this shortcoming of online commentary,additional comments played an important role.In order to greatly enhance the effectiveness of additional comments,first of all,this study examines the impact of additional comments on consumers' willingness to purchase from three perspectives,namely the consistency of initial online reviews and additional comments,and the positive sentimental attitude in additional comments.And negative feedback sentiment in the commentary.The three variables are also influenced by the seller's star rating and the number of product likes.Therefore,this study will add the star rating of the seller's store and the number of product likes as external adjustment variables.This will study the willingness of additional comments to consumers.Based on the above research content,this paper uses the SPSS to analyze the reliability and validity of the questionnaire data to verify the rationality of the questionnaire setting.Secondly,the variables in the paper are analyzed through regression analysis and correlation analysis.Thus,it is verified that the positiveness of the initial online comment and the additional comment information,the positive emotion of the additional comment information,and the negative emotion have an influence on the purchase intention of the consumer.In addition to the modification of the technology acceptance model,this paper also introduces the star rating of the external variables and the number of praises as the adjustment variables.Make the article more comprehensive to study the willingness of additional reviews to consumers.Based on the hypothetical results,the article proposes optimization recommendations to consumers and businesses.