Research On The Impact Of Online Reviews And Product Details On Consumer Attitude

Online reviews developed by e-WOM(online word-of-mouth)have been fully studied in the context of the sharing economy.However,in the real online shopping scenario,the product description(Description),a marketing-generated content information provided by online merchants(Marketer-Generated-Content)is often easily overlooked,and research on the impact of the two on consumer attitudes to online purchase decisions is rarely involved.This paper combines heuristic-system model,clue utilization theory,attitude strength model,etc.as the basis of the research model,designing two-stage experiments based on research hypotheses,simulating a combination of multiple scenarios,aiming to explore consumers' information processing in online shopping environment mechanism.This paper mainly draws the following conclusions through empirical analysis: First,the seller's reputation and product attributes positively affect consumers 'purchase intention,the quality of online review content has no significant effect on consumers' purchase intention,and no moderating effect of purchase decision involvement is found.Second,male consumers' product attitudes are influenced by the interaction between their reading of product details and online review order preferences and the complexity of online shopping tasks,while female consumers do not have such interaction effects.This article focuses on real online shopping scenarios,and takes product details into consideration to achieve a certain theoretical supplement to the relevant research on online reviews.At the same time,it also has corresponding management implications and practical significance for online merchants to improve product and service quality and rational online purchase decisions for consumers.