How Do Review-party’s Identity Clues Influence Consumers’ Online Adoption Intention?

With the integration and development of online e-commerce and information products in the market,product review has become one of the main ways for consumers to understand product quality.In recent years,many domestic and foreign review users are well-known for their professional product review,which has had a significant impact on consumers’ purchasing decisions,but there are relatively few domestic researches in this field.Therefore,this article focuses on the two most important identity clues of the review party--professionalism and popularity,based on the clue theory and product involvement theory,the research was carried out by the method of Event Related Potential(ERP),and 2(product involvement: high,low)×2(professional degree of the review party: high,low)× 2(the reputation of the review party:high,low)experiment within the subject group.Starting from the level of cognitive neuroscience,the research systematically explores the impact of the differences in the identity cues of the review party on the willingness of consumers to adopt the online review under different product involvement levels,and finally proposes to the company,the platform and the review party based on the research results suggestions.(1)The different identity clues of the review party will have an impact on consumers’ online adoption of review content,and the degree of product involvement plays a moderating role in the adoption process.For products with low involvement,the professionalism and popularity cues of the review party will jointly affect consumers’ adoption intention.For products with a high degree of involvement,the professional cues of the review party will have a major impact on consumers’ adoption intention.(2)The clue utilization theory,the clue diagnosis theory and the clue consistency theory have been confirmed.For products with low involvement,regardless of whether the appraisers’ professionalism and popularity cue directions are the same,the two will have an interactive effect on consumers’ adoption intention,which is consistent with the cue consistency theory.For products with a high degree of involvement,consumers who make early decision-making judgments will tend to use more diagnostic identity cues(professionalism)as the main reference for the final decision,and allocate more attention and decision weight.(3)When consumers face different combinations of identity cues from the review party,the brain information processing process of making an intention decision can be roughly divided into three main stages: information risk perception stage(N2),information conflict awareness stage(N400)And the information evaluation classification stage(LPP),and the difference in product involvement is manifested in the information cues that stimulate the EEG components at each stage.