Study On The Impact Of Compound Emotional Attitude Reviews On Consumers’ Purchase Intention

As one of the pre-activities of online shopping,online reviews have attracted great attention from scholars and merchants.Previous studies on the emotional attitude of online reviews focus on two parts: one is the study of review stars and ratings,that is,digital emotional attitude;The second is to study the content of comments,that is,the emotional attitude of words.Few studies have combined the two.However,in recent years,with the gradual distortion of the "credit evaluation system",it is difficult to comprehensively and effectively obtain the real perception and experience of consumers simply from the content of the evaluation or the star rating of the evaluation.The two should be considered together.Therefore,this article studies the effect of compound emotional attitude on consumer purchase intention,a comment of two kinds of emotional attitude and the relationship between the consumer purchase intention,expand the types of composite comments,to build compound emotional attitude reviews and research model of consumer decision-making behavior,hope the research conclusion can give the electric business platform,online shops,and puts forward some reference for consumers.Based on S-O-R(stimulus-organism-response)model and the network trust model as the foundation of research model,to convince effect theory,self-construction theory as the theoretical basis and in digital emotional attitude(high star VS low star)and text emotional attitude(positive expression VS negative expression)as the independent variable,build four types of compound emotional attitude comments.Taking consumers’ purchase intention as the dependent variable,introducing trust as the mediating variable,and introducing consumers’ self-construction type(independent VS dependent)as the moderating variable,11 relevant hypotheses are proposed.In this paper,sports shoes were selected as the experimental commodity object,and the subjects were investigated through the combination of scenario simulation experiment and questionnaire survey.The questionnaire was distributed online and offline,and 405 pieces of valid data were collected.SPSS software was used to analyze the data collected from the questionnaire.The results show that digital emotional attitude and text emotional attitude affect the purchase intention of consumers.Only when the text emotional attitude was positive,trust played a significant mediating role in the relationship between compound emotional attitude comments and purchase intention.Consumers’ self-construction type plays a moderating role in the relationship between compound emotional attitude comments and consumers’ purchase intention.In addition,among the four types of compound emotional attitude comments,if and only if both of emotional attitudes are positive,the purchase intention of dependent consumers is higher than that of independent consumers.