| With the rapid development of Internet,online shopping market has expanded gradually,at the same time also appeared some problems,such as some vendors selling fake and inferior products price,does not match,the existence of this phenomenon makes consumers as much as possible on the Internet and search for information about the product,and online comments is consumer main consideration when shopping online source of information.In this background,this article online reviews as the research object,by reading the previous relevant literature,the dimensions of online reviews,as independent variables,perceived risk and perceived useful as a intervening variable,consumers purchase intention as dependent variable,build on the impact of online reviews on consumer purchase intention research model,and put forward in this paper,the assumption of according to the related literature.This paper mainly collects data in the form of questionnaire,and USES SPSS and AMOS23.0 to process the collected data.The results show that comment quality,comment quantity,comment potency,reviewer professionalism,recipient involvement and perceived usefulness positively affect purchase intention,while perceived risk negatively affects purchase intention.Perceived risk and perceived usefulness are mediating in multiple paths of online reviews and purchase intentions.Finally,this paper puts forward relevant Suggestions based on the data processing results,specifically: attaching importance to the marketing value of online reviews to merchants;Make full use of the inherent role of online comments,including comment quality,comment quantity and comment potency. |
PDF Full Text Request