The Influence Of Online Reviews' Emotional Orientation On Consumers' Purchase Intention: The Mediating Role Of Perceived Value And Perceived Usefulness

With the continuous development of e-commerce industry,online shopping has occupied a very important position in people's daily consumption patterns.According to CNNIC's 44 nd Statistical Report on the Development of Internet in China,as of June 2019,the total proportion of online shopping users in China is was 74.8%,that online shopping has already become an inevitable trend.In this context,it is particularly important to investigate the purchase behavior of online consumers.Online comment is an important source for consumers to obtain reference information.Because it truly records consumers' impressions and feelings about goods,the information contained in online comment will have an important impact on consumers' purchase intention,the research on online comment appears to be particularly important.Through the study of online reviews and their information,online merchants can take appropriate measures to guide the tendency of reviews,thus positively affecting consumers' purchase behavior.College students account for a large proportion of online shopping consumers.This study chose college students as participants,which is helpful to grasp the psychological characteristics of college students' shopping,so as to better serve such consumer groups.In this study,a questionnaire survey was conducted to investigate the relationship between emotional orientation of online reviews and consumers' purchase intention,and the mediating role of perceived value and perceived usefulness in this relationship.The main contents of the research were as follows:Questionnaire was compiled to study the influence of emotional tendencies of online reviews on consumers' purchase intention by creating online shopping situations through questionnaire guidance,then the intermediary role of consumers' perceived value of goods and perceived usefulness of reviews in online reviews is analyzed.The conclusions were as follows:(1)The positive emotional tendencies of online reviews significantly positively predict their purchase intention;the negative emotional inclination of online reviews has no significant predictive effect on their purchase intention.(2)Consumers' perceived value significantly positively predicts their purchase intention.(3)For positive online reviews,consumers' perceived usefulness of online reviews significantly positively predicts purchase intention;for negative online reviews,consumers' perceived usefulness of online reviews significantly negatively predicts purchase intention.(4)For positive online reviews,consumers' perceived value plays a mediating role between emotional inclination and purchase intention;for negative online reviews,consumers' perceived value has no significant mediating effect in the relationship between emotional tendency and purchase intention.(5)Consumers' perceived usefulness of online reviews plays a mediating role in the relationship between emotional inclination and purchase intention.