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

Due to the high risk and uncertainty of online shopping,consumers have to search product related information and comments left by other consumers,especially for experience product.Therefore,users' shopping decisions are largely dependent on online reviews on the platform.With the improvement of online comment function of shopping platform,New presentation of online comments from previous plain text type to today's social media upload video online word-of-mouth,improve the shopping experience of consumers,the importance of online reviews is increasingly prominent.With the development of internet,e-commerce market has become the most main market,different types of e-commerce platforms have evolved gradually,whether the impact of online reviews on different types of e-commerce platforms is the same remains to be explored.Due to the relatively late appearance of visual reviews,the academic research on online reviews mainly focuses on text reviews,less on visual reviews.And the existing research does not mention the difference of the impact of online reviews on consumers in different types of e-commerce platforms,therefore,it is necessary to explore the impact of "e-commerce platform","online comment type" and "product type".This study focuses on three experiments:(1)The mechanism between the types of online reviews and consumers' purchase intention,and verify the intermediary role of consumers' perception;(2)The moderating effect of product categories on the relationship between online comment types and consumers' purchase intention(3)The moderating effect of e-commerce platform categories on online comment types and consumers' purchase intention in the current network environment.Study 1 results showed that different types of online reviews have different effects on consumers' purchase intention;Consumer perception plays an intermediary role in the effect of online comment type on consumer purchase intention,and it has a full intermediary role in the effect of online comment type on consumer purchase intention.Study 2 results showed that the influence of online comment type on consumers' purchase intention is related to the attributes of the product itself,that is,the category of the product has a moderating effect in the interaction between online comment type and consumer purchase intention.Compared with search products,visual reviews have a greater impact on consumers' purchase of experience products.Study 3 results showed that the effect of online comment type on consumer purchase intention is moderated by e-commerce platform categories.and visual reviews are more suitable for transactional e-commerce platforms,but there is no significant difference in the impact of social e-commerce platforms on consumers' purchase intention.This paper further expand the research of online reviews and consumers' purchase intention to visual reviews,and introduce the regulation effect of e-commerce platform,it also has practical significance.This paper provides a reference for online retailers to manage online reviews and provides suggestions for e-commerce enterprises' marketing strategies.