| Since the 21 st century,online shopping in China has developed rapidly.In the we b3.0 era,online consumption has covered all aspects of people's lives including enterta inment,shopping,education and so on.Various e-commerce platforms,virtual commu nities,and social e-commerce are emerging one after another.Consumers can commun icate with merchants online,publish comments on products,and exchange shopping ex periences and experiences with other consumers.Online commentary by consumers ha s also become a line.A feature that is indispensable for merchandise plays an extremel y important role in other consumers' shopping decisions.In the case of extremely mixe d Internet information,consumers tend to abandon shopping because of perceived risk.Therefore,this paper mainly studies the relationship between online commentary and perceived risk and purchase intention.Based on the textual features of online reviews,this paper discusses whether ther e is an interpretive language in the comments,and discusses the perceived risks of con sumers and the influence of consumers' willingness to purchase.Extending the scope o f online commentary text feature research,considering the positive and negative effect s of different emotional tendencies in it.Interpretative language is an individual's expo sition of product use behavior and reaction.It is generally divided into two types,name ly,explaining behavior(why do I do this)and explaining reaction(why do I have this reaction).In real life,the explanation contains people's The understanding of things an d events,in the e-commerce platform,people usually publish interpretive online comm ents to describe their buying experience,and provide reference for the latecomers' sho pping decisions,so study the online comments that explain the perceived risk to consu mers.The impact of this has certain research implications.This paper first reviews related literatures such as interpretation types,interpretati on levels,perceived risks,and consumer shopping decisions at home and abroad.Base d on past relevant research,the following questions are studied: 1.Whether there are e xplanations in online comments of different emotional orientations.Whether it will aff ect the perceived risk of later consumers,what is its impact mechanism,2.How does t he online commentary with explanation affect the consumer's willingness to purchase,what is the difference between different emotional tendencies,and whether the perceiv ed risk will act as an intermediary.effect.The findings suggest that online commentary with an explanatory language that reduces positive perceived risk and increases cons umer willingness to purchase compared to positive,uninterpreted language comments,while online comments with negative interpreted language will increase compared to n o interpretation.Consumers perceive risks and reduce their willingness to purchase,an d perceive the process of risk intermediary.Based on the research results,the relevant e-commerce platform provides manage ment advice on online reviews,including recommendations for online reviews with ex planations,so that consumers can provide more online comments with explanations.In addition,strategic management has an explanatory language.Online reviews use its a bility to reduce consumer perceived risk and increase product sales. |
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