Research On The Influence Of Online Comment Forms On Consumers' Purchase Intention

With the rapid development of e-commerce and the Internet,the forms of online reviews have also become increasingly diversified.For example,comments with pictures combined with text and pictures and plain text reviews presented only with text have become the two main forms of online reviews.However,in the past,scholars' research on online reviews has mostly focused on the field of text-only reviews,but there is very little research on this important form of commenting with pictures.In this study,online reviews are divided into photo reviews(including seller show reviews and buyer show reviews)and plain text reviews(including attribute value reviews and simple recommendation reviews)according to their presentation forms.Which form of review has a greater influence on their purchase intention.In order to solve this problem,this article has conducted two main studies.The first part of the study mainly analyzes whether there is a difference in the impact of consumer comments on pictures and plain text reviews when consumers buy different types of products,and the impact mechanism.The study found that when consumers buy external products,the perceived usefulness and perceived credibility of image reviews are significantly higher than those of text-only reviews;when consumers buy internal products,the perceived usefulness of image reviews There is no significant difference between the perceived credibility and plain text reviews.Consumers 'perceived usefulness and perceived credibility both positively affect consumers' purchase intentions and can play an intermediary role.The second part of the research is an in-depth analysis based on the conclusions of the first part of the research,further comparing and analyzing the impact of seller show reviews and buyer show reviews on consumers' purchase of external products,attribute value text reviews and simple recommendation text The impact of comments on consumers' purchase of intrinsic products.The study found that when consumers buy extrinsic products,the perceived usefulness and perceived credibility of buyer show reviews are significantly higher than seller show reviews;when consumers buy intrinsic products,the perception of attribute value reviews The usefulness and perceived credibility are significantly higher than the simple recommendation type reviews.More specifically,it points out which form of reviews consumers are more affected by when buying different types of products.In addition to extending the research object of online reviews from the field of text-only reviews to the field of reviews with pictures,this article will also carry out subdivision studies with photo reviews and text-only reviews,expanding the research scope of the impact of online reviews on consumers' willingness to buy.The research conclusions of this paper have certain guiding significance and management implications for consumers' comment behaviors,marketing management activities of e-commerce merchants,and management of the evaluation system of e-commerce platforms.