Research On The Impact Of Contradictory Compound Comments On Consumers’ Online Purchase Intention

Due to rapid development of science and technology,the electronic commerce is progressively infiltrating into the daily lives of families.Besides,with the development of e-commerce,online shopping has become popular among purchasers.At the same time,consumers have begun to pay more attention to product reviews when shopping.Within this framework,this article chooses online reviews as a research topic to examine the impact of the group that argues about the intention of buying users.This study mainly uses a questionnaire survey measure,followed by a data analysis method,and finally combines literature research.Finally,mainly due to my own experience in online shopping and knowledge of a huge amount of extensive literature at abroad,I chose the textual information in online reviews as the subject of in-depth study.By thoroughly investigating important aspects of actual online shopping and combining existing research and theoretical foundations at home and abroad,I developed a research model for the paper and established research hypotheses that have practical significance.To test the hypotheses,questionnaires were developed based on existing scales,and the collected questionnaires were evaluated and analyzed.Overall,this study selects the online shopping crowd as the object of study and investigates the relationship between conflicting component comments,perceived value,perceived usefulness,metacognition,and purchase intention.The results of the study show that composite compound comments have a important adverse impact on perceived usefulness,expected risk and buying plan,with the positive-positive group having a bigger perceived risk and the negative-positive group having a bigger perceived usefulness for information about conflicting remarks.Furthermore,Consumer perceived risk negatively impresses intention to purchase and metacognitive abilities play a moderating part in the effect of conflicting composite statements on purchasers’ perceived usefulness and perceived risk.Finally,based on the findings of the study,targeted management plans and recommendations are proposed from three perspectives: the e-commerce platform,merchants and purchasers.The platform also needs to improve its ability to search for information and encourage purchasers to provide comprehensive feedback from different perspectives on the e-commerce platform’s point of view;from the traders’ point of view,it is particularly essential to establish a good commercial perception and improve the quality of products and services.At the same time,the impact of negative feedback should not be underestimated.From the consumers’ point of view,on the one hand,we should focus on contradictory feedback,actively share experiences of using real products,on the other hand,we should try to improve our cognitive and thinking skills,rationally attribute the generation of feedback and improve purchasing efficiency.