The Influence Of Reviewer Characteristics And Review Content Characteristics On Consumers’ Purchase Intention Affect Research

The huge amount of information brought by the Internet increases people’s time and energy for filtering information.Consumers need to obtain multi-party information for comprehensive analysis and judgment when purchasing products,so as to have a deeper understanding of product quality.Reviewers have the power to publish comments publicly because they have completed online orders,and they are independent of merchants and platforms.Their real purchase experience and related comments greatly affect consumers’ purchasing intentions and become an important reference for consumers.Based on the existing research results,this paper adopts focus interview method,questionnaire survey method and situational experiment method to study the influence of reviewer characteristics and review content characteristics on consumers’ purchase intention,and introduces psychological distance as a mediating variable into the research.Differences under the moderating effect of product type.Through the questionnaire survey method,it was found that the higher the level of reviewers,the higher the credibility level,the richer the purchase experience,the closer the psychological distance,and the stronger the willingness to buy.Commenter traits further influence the willingness to buy through psychological distance.Under the experiential product,the reviewer is a non-core feature of online reviews,and consumers will process the information through the edge path,which has an impact on psychological distance.Compared with search-based products,the reviewer level,reviewer purchase experience,and reputation level under the experience product have a greater impact on psychological distance and purchase intention.Study 2 adopted the situational experiment method,and found that the higher the perceived similarity,the closer the psychological distance,and the stronger the purchase intention.Online comments in the form of text and pictures have the greatest impact on psychological distance,followed by video text.Comments in the form of text pictures and videos have a negative impact on psychological distance.Review content features further influence purchase intention through psychological distance.Under search-based products,the content of reviews is the core feature of online reviews,and consumers will process the information through the central path,which has an impact on psychological distance.Compared with experience-based products,perceived similarity and comment form under search-based products have a greater impact on consumers’ psychological distance and purchase intention.The effect of review length on psychological distance was not moderated by product type.Based on the reference group theory and the communication persuasion theory,according to the fine processing possibility model and the information adoption model,this paper introduces the psychological distance from the perspectives of search products and experience products,and discusses the characteristics of reviewers and content of reviews.Its influence on consumers’ purchase intention is expected to provide a reference for relevant research on online reviews in the future,and help companies optimize the online review mechanism.