A Study Of The Effect Of Online Reviews On Tea Purchase Intentions

With the online promotion of agricultural products,more and more people are more willing to choose to buy agricultural products online,and online tea buying has also become a trend,compared to offline purchase,it is more convenient to browse a variety of online products at home.The information asymmetry of online tea products and their indirectly perceptibility make consumers linger for a long time before placing an order,and online reviews have become a means for consumers to reduce decision-making risks.Because consumers can obtain more detailed explanations of tea product information,product quality and merchant services from purchased consumers through browsing online reviews,taking tea online shopping as an entry point can better find the correlation between different dimensions of online reviews,perceived usefulness of reviews and tea consumers’ purchase intentions,which will have a positive impact on improving the marketing of tea products e-commerce enterprises.After carefully searching the literature and carefully reading and sorting out the research on the relationship between online reviews on purchase intention,perceived usefulness of reviews and purchase intentions,this paper systematically summarizes the mechanism of online reviews on the tea purchase process,and establishes a research model supported by the theory of communication process,technical acceptance model(TAM)and references,and studies the mechanism of the number of reviews on the purchase intention of tea consumers,the quality of reviews on the purchase intention of tea consumers,and the effect of positive comment potency on tea consumers’ purchase desire.Moreover,it is once again studied that the perceived usefulness of tea reviews affects the purchase intention of tea in online reviews and acts as a mediator.In this study,the required data were collected by questionnaire survey,and the Amos 25.0 and SPSS27.0 statistical tool software were used to perform descriptive statistical analysis of the valid data,reliability and validity analysis and structural equation model analysis of each variable.The empirical results show that:(1)the number of online reviews has a positive impact on tea purchase intention;(2)The quality and potency of reviews can improve the purchase intention of tea consumers;(3)The perceived usefulness of reviews has a mediating effect between the quality of online reviews and tea purchase intentions,the perceived usefulness of reviews has a mediating effect between positive comment potency and tea purchase intentions,and the perceived usefulness of reviews has a mediating effect on tea purchase intentions.In the last part of the article,combined with the conclusions of this study,three corresponding marketing suggestions are put forward:(1)the tea e-commerce industry should strengthen the management level of online reviews and give full play to the positive role of online reviews in marketing;(2)The tea e-commerce industry should improve its competitiveness in the industry in terms of the dissemination of comment information,and give full play to the influence of review information on marketing.(3)For e-commerce trading platforms,it is necessary to make good use of the feature of the usefulness of reviews to improve the review system.