Study On The Impact Of Positive Online Comments On College Students’willingness To Buy K Brand Cosmetics Online

As a must-have consumer product for beauty,cosmetics has become one of the largest categories of online transactions.However,due to the virtual nature of online shopping,the risk of online shopping is significantly higher than the traditional offline shopping.In order to reduce the information asymmetry caused by online shopping virtuality,online comment has become the main way for consumers to understand the various attributes of goods.Online comment has become the most important factor affecting consumers’ purchase of goods.At present,domestic and foreign scholars have relatively few studies on the impact of positive online reviews on the willingness to purchase cosmetics.In the study,although most scholars believe that the online commentary titer significantly affects the purchase intention of cosmetic consumers,there is no in-depth study of the impact of positive or negative evaluations on the purchase intention of cosmetic consumers.In view of the current research status,this paper focuses on the positive online commentary system,as well as the impact of positive online reviews on the willingness of consumers to purchase.In this paper,the empirical research method is used to study the influence of positive online comments on the purchase intention of online shopping K brand cosmetics consumers from the perspective of online shopping K brand cosmetics consumers.With relevance,objectivity,sufficiency and authenticity as the four dimensions of quality,the perceptual informationality and perceived popularity are used as mediators to study the influence of positive online commentary on the purchase intention of K brand cosmetics consumers.Improve the online comment system,improve the effectiveness of the comment system,and provide marketing advice to online operators.This paper uses the method of questionnaire survey to collect data,and uses SPSS 25.0 software to analyze the data of the questionnaire survey.The research finds that the quality and quantity of positive online comments positively affect the purchase intention of K brand cosmetics consumers,and the positive influence of perceived epidemic and perceptual information.K-brand cosmetics consumers’ willingness to purchase,perceived popularity has a significant mediating effect on the number of positive online reviews and the willingness of K-brand cosmetics consumers to purchase,perceive informationality on positive online reviews,comment quality and K-brand cosmetics consumers The mediating role between the willingness to purchase is significant.Finally,based on the research results of this paper,marketing suggestions for network K brand cosmetics sellers are put forward,and the future research on positive online reviews is prospected.