The Research On The Effect Of Online Reviews On Consumers' Purchase Decision

By the end of December 2018,the number of online shopping users in China has reached 829 million,and increased by 3.8% over 2017.In 2018,on the day of “Double Eleven”,the total volume of online transactions was 313.4 billion yuan.A great of online shopping groups make outstanding contributions to e-commence.However with the booming increase of online shopping data,the comments information is also explosive growth.In the case of information overload,the customers' information processing capability could't match the customers' information acceptance,resulting in an increase of decision-making.In this case,the consumer's acceptance and processing of the imformation is worth exploring,so the comments on customer's purchase decision make greate sense.Based on the Elaboration Likelihood Model of information dissemination,this paper takes the quality and timeliness of online comments as the central path,and takes the number of online comments and the credibility of reviewers as the edge path,and expolore comments' effect on the customers' purchase decision.At the same time,based on the theory,the research explores the mediation of the comment reliability,which will enrich the research about online reviews.Based on expectation inconsistency theory,the research explores the moderating role of service recovery quality between each at the first time,which will enrich the research about service recovery quality in the e-commence fields.Based on reference price theory,the research explores the moderating role of price promotion between each at the first time to discuss the effect of marketing mode between comments information and customers' purchase decision.This paper collects 324 questionnaires by questionnaire method,uses the SPSS and AMOS software,regards gender?age?education level?online shopping age and income as control variables,and do regression analysis and factor analysis on the main effect of factors?moderation and adjustion effect.The result shows that the quality?number?timeliness of the comments and the credibility of reviewer has positive effect of costomers' purchase decision,the comment reliability plays a part of intermediary role in it,the service recovery quality plays positive moderating effect in it and the price promotion has a reverse moderating effect.The interation among online reviews?comments reliability?service recovery quality?price promotion and consumer's purchase decision has theoretical and pratical meaning.In theory,the paper does research from the perspectives of the coment itself?reviewers?comment recipients?salers' service etc,accord with the actual online scene of consumers,the research conclusion will enrich the relevant research in the field of online reviews and expand the research of online reviews and consumers' purchase decision.In practice,it provides guiding significance for e-commerce sellers' website platform management,comment management and customer relationship management,advocates merchants to provide ‘comment usefulness' praise functions to know comment usefulness that comstomer feel,advocates businessman to focus on service remedy?timely provide pre-sales and after-sales consultation.When there is service mistakes,providing tangible or intangible compensation can promote second purchase.Hope that merchants can adopt different market strategies at different times.