| With the rapid development of the Internet,online shopping has become the most mainstream way of shopping.According to data from 2015,92% of consumers would check online product reviews before making purchase decisions,and 67% of product sales depend on the corresponding online word of mouth.Consumers' comments on specific products(called online reviews),as a kind of online word-of-mouth,are profoundly changing consumers' economic behavior,enterprises' profitability and their market strategies.With continuous development and expansion of e-commerce,the number of online reviews from online shopping is also increasing fast,presenting g a large number of comments with rapid growth and uneven quality etc.Various spam and false comments are spread across the network.These unhealthy phenomena not only erroneously guide consumers' willingness to purchase,but also seriously hinder the healthy development of the online shopping market.Based on the above phenomenon,online comments has gradually attracted public's attention to eliminate the interference of low-quality comments such as spam or false comments on consumers' willingness to purchase.Based on quality of online comments,this paper uses empirical research to explore the impact of online comment quality on consumers' purchase intention.Using the literature method for theoretical research,this paper mainly draws lessons from the existing research results,reviews and summarizes the technology acceptance model,planning behavior theory,information acceptance model.On this basis,the paper selects online comment quality as independent variables,takes perceived usefulness as intermediary variable,and adds the moderating variable of product types,and establishes a moderated theoretical model of meditation.Empirical research shows that the theoretical model is validated by experimental method,and the data collected by the questionnaire are analyzed and processed by SPSS19.0 software to verify the impact of various variables.Based on the results of hypothesis test,the paper summarizes the full text,and makes recommendations to the businessmen and consumers respectively.Finally,it summarizes the shortcomings of the research and points out the direction for future research.This thesis draws the following conclusions through empirical research: First,there is a positive correlation between the quality of online reviews and the perceived usefulness of online reviews and willingness to purchase;secondly,it plays a mediating role between perceived usefulness online comment quality and consumers purchase intention;Thirdly,product types can effectively regulate the impact of online comment quality on perceived usefulness;compared with search products,the impact of experience product 's online comment quality on perceived usefulness is greater;Fourthly,product types regulate the indirect effect of online comment quality on purchase intention through perceived usefulness;Compared with search products,experience product's online comment quality have greater impact on purchase intention through perceived usefulness of reviews.This study is instructive for online retailers and consumers to use online review data.A large number of online comment data provide retailers with insight into consumer behavior habits and analysis of consumer preferences.Retailers can integrate online comments and make rational use,explore potential consumers and improve customers' loyalty.At the same time,consumers can use a large number of online reviews to search for valuable reviews,improve decision-making efficiency and purchase experience.The conclusion of the research explains to the online shop merchants and consumers how the quality of online comments affects consumers' willingness to purchase through the perceived usefulness.It provides feasible suggestions for online stores and consumers about how online store businesses and consumers identify and utilize online reviews,and improve the quality of online reviews to affect consumers' purchase intention. |
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