| With the increasing number of online review platforms,there are more and more paths for consumers to search pre-purchase information.Online reviews have become one of important influencing factors in current decision-making process of consumers.However,whether online reviews have an impact on consumers' purchasing decisions or actual purchase behaviors depends on whether consumers adopt those information of online reviews.Therefore,it is extremely necessary to do research on the information adoption of online reviews of consumers.After reviewing and collating relevant literature on the influence of information adoption of online reviews,this dissertation finds that,in addition to individual-level factors that affect the mechanism between the two,platform factors affect the mechanism between the two as well.While in existing relevant research,the importance of platform factors is often ignored.Based on previous interviews and literature interview,this dissertation finds that platform reputation may be an important platform factor affecting the information adoption of online reviews.In order to verify the influence of platform reputation on consumers' cross-level regulation of online comment information adoption mechanism,in this dissertation,a hypothesis test was conducted on main effects of influence mechanism of online reviews on information adoption and the moderating effects of platform reputation between the two through questionnaire surveys using general linear and cross-level linear model analysis methods.The results shows that,(1)Both the quality of information and extreme adoption of reviews have a positive impact on information adoption,and this impact is generated through perceived usefulness;(2)Both the reliability of source and the number of reviews have a positive impact on information adoption,and this impact can occur through perceived credibility;(3)Platform reputation has a positive moderating effect on the mechanism of online reviews on information adoption.Platform reputation has a positive moderating effect on the two influencing paths of "extreme reviews-perceived usefulness-information adoption" and "source reliability-perceived credibility-information adoption".The research in this paper provides a new research perspective for the existing research,enriches theoretical researches on online reviews and information adoption,and the research conclusion is conducive to provide better theoretical support for the construction of the relationship among consumers,online merchants and platforms.Future research can also further explore which platform factors will affect the relationship between online reviews and information adoption. |
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