| In the Internet era,online shopping has become the consumption habit of consumers.But because of the characteristic of virtual reality,there exists natural geographical distance between consumers and products,resulting in that consumers shopping online can't experience the products immediately to judge their quality,then only with the aid of network platform which provides many kinds of information to predict the property of the products.In the online shopping environment which contains a great deal of information,online reviews play an important role in reducing consumers' perceived product uncertainty and gradually become important reference information for consumers to make online purchase decisions.In the Internet era of information explosion,online reviews show a trend of massive growth.The quick and effective identification and use of online reviews with high helpfulness can promote the smooth realization of consumers' online purchase decisions.In view of the fact that the process of online reviews affecting consumers' purchase decision,is essentially the process of consumers' cognitive processing and information adoption,consumers' own cognitive characteristics potentially affect the perceived helpfulness of online reviews and the degree of purchase intention.Therefore,from the perspective of psychological cognition,it is particularly necessary to probe into the cognitive mechanism of consumers' perceived helpfulness of online reviews,so as to facilitate consumers' online purchase and improve their shopping experience.Based on the perspective of consumer cognitive characteristics,this study introduces three cognitive characteristics variables which representing different states of cognition,namely,need for cognition,need for cognitive closure and regulatory focus,by adopting the methods of questionnaire and eye-tracking experiment,from the aspects of behavior and psychological cognition,to explore the influence mechanism of online reviews on purchase decision of heterogeneous consumer,and to reveal the moderating effect of individual cognitive traits on online reviews influencing consumers' purchasing decisions.Firstly,based on the theory of cognitive trait and motivated information processing,this paper introduces cognitive characteristics variables of need for cognition,need for cognitive closure and regulatory focus,classifies online reviews into attribute reviews and experiential reviews,build the structure equation model of online reviews influencing heterogeneous consumer to make purchase decision,using questionnaire survey research methods,from the behavior level,reveals the direct effect of online reviews on consumers purchase intention,at the same time,reveals the moderating effect of individual cognitive characteristics on online reviews influencing consumers' purchasing decisions.This part lays the research foundation at the behavioral level for the further exploration at the cognitive level.Secondly,based on the perspective of individual cognitive processes,this paper conducts an eye-tracking experiment of 2 online reviews types(attribute/experience)x 2need for cognition(high/low),and finds that: the main effects of online reviews and need for cognition on cognitive process of online reviews(fixation time and monitoring points),cognitive result(perceived helpfulness)and behavioral intention(purchase intention)are both significant;the interaction effect of online reviews and need for cognition is significant on cognitive process,but not on perceived helpfulness nor purchase intention.Thirdly,based on the perspective of individual cognitive speed,this paper carries out an eye-tracking experiment of 2 online reviews types(attribute/experience)x 2 need for cognitive closure(high/low).The results have shown that the main effects of online reviews and need for cognitive closure are both significant on cognitive process of online reviews(fixation time and monitoring points),cognitive result(perceived helpfulness)and behavioral intention(purchase intention);the interaction effect of online reviews and need for cognitive closure is significant on cognitive process,but not on perceived helpfulness nor purchase intention.Fourthly,based on the perspective of individual cognitive orientation,by conducting an eye-tracking experiment of 2 online reviews(attribute/experience)x 2 regulatory focus(promotion/prevention),this paper finds that: the main effects of online reviews and regulatory focus are both significant on cognitive process of online reviews(fixation time and monitoring points),cognitive result(perceived helpfulness)and behavioral intention(purchase intention);the interaction effects of online reviews and regulatory focus are significant on cognitive process,perceived helpfulness and purchase intention.Finally,based on the results of this paper,corresponding countermeasures and suggestions are proposed for consumers,online marketers and network platform on how to improve online reviews to help consumers make purchase decisions.To be specific: for consumers,they should not only pay attention to the specific types of online review,but also to understand their own characteristics to avoid irrational consumption in order to improve their satisfaction.For online marketers,on the one hand,online reviews should be classified and managed to improve their helpfulness;on the other hand,they should identify the heterogeneity of consumers and implement refined marketing.For online shopping platforms,they should not only supervise online marketers and ensure the authenticity of online reviews;but also protect consumer privacy,consumer rights and interests. |
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