| This thesis studies the impact of online review on online consumers'purchase decision from an empirical perspective. Focusing on the hypotheses and research model, and from the comparative study and the development of internet retail,it studies the impact of online review on online consumers'purchase decision. Finally, based on the result of quantitative analysis, this thesis put forward some proposals to the internet retailers. It also has theoretical and practical implication to the development of internet retail in China.Entering the 21st century, As China's extraordinarily rapid development of the Internet, Retail network emerged and developed in such environment, which has an important impact on the future of e-commerce business models. Through the Internet, enterprises in the non-store operations can reduce costs, thus breaking the geographical restrictions, not only in the context of the overwhelming majority of goods sold, but also provide more diversification of products to satisfy customers, therefore, in the face of enormous business opportunities, various shopping sites have established and developed. For consumers, shopping on the Internet this new shopping channels have increasingly reflected the concern and interest in expanding the ranks of online shopping, because it will give consumers a tremendous advantage to: break time and space constraints, shopping convenience, more choice of goods and competitive prices, abundant supply of commodities information and personalization and customization of goods and so on, makes shopping on the Internet is developing rapidly.According to relevant information investigations which revealed that presently there is still a certain gap between the degree of development of China's retail network and that of the developed countries in Europe and the United States: the gap is obvious between the growth of online shopping and the rapid growth of Internet users. Most Internet users visited shopping site while the online shopping behavior of a relatively small. More than half of the users of online shopping in China still just watching, they are all potential online shoppers. The China Internet Network Information Centre in December 2007 "issued by China's Internet shopping survey" mentioned that the reasons for the choice of Internet users'online shopping are convenience, low prices and buying more products that are not available locally. Instead of online shopping There are several reasons , such as the site is not trustful/afraid of being cheated, worried that the quality of goods and after-sale service, questioning their safety and so on. Nowadays, online reviews as a new means of communication and network platform, enterprises can use it not only effectively disseminate business information, but also to lower the cost of network community for the company from collecting, collating information, it is by far one of the best technologies in the network market confidence-building to foster co-operation . Online review is so popular, it has the potential significance in a lot of the company's management activities, such as: the development of potential users, maintenance of customer relationship, brand building, product development, quality management. Consumers can understand the quality of the product, the seller's reputation, related services and transaction risks through reading online reviews.According to the literature, this thesis put forward research hypothesis and model. From the point of view of internet consumers, respectively assumed that the higher the quality of online review, the higher reputation of the reviewer, the fresher of the reviews, the more impact the review will has on the consumer purchasing decisions. Then on the basis of literature research, and by visiting of experts on e-commerce and internet consumer who are rich in online shopping experience, we set some questions for each variable.To address the above four assumption, this questionnaire is divided into two parts, the first part includes 18 items, which mainly survey the impact of online reviews non consumer purchasing decisions; second part includes six problems which investigates consumer personal information. Before carrying out large-scale tests in the formal, there is a small-scale questionnaire which aims at forecasting reliability and validity of the questionnaire. The questionnaire's reliability and validity meet relevant standards after releasing one question which is not qualified. Then we conducted a large-scale survey and got 232 copies of valid questionnaires, after reliability analysis, the validity analysis, correlation analysis, and regression analysis. The results of analysis showed that the higher the quality of the content of review, the higher reputation of reviewer, the more reviews, the greater impact on the purchasing decisions. But this time, results of the analysis of the data did not support the hypothesis,"the stronger timeliness of the review, the greater the impact on consumer purchasing decisions." It is therefore recommended that Chinese internet retailers attaches more importance to the establishment of quality assessment system; focus on the customer credit rating system and encourage internet consumers to comment.This thesis studies the impact of online review on internet consumer purchasing decisions by quantitative analysis. And made relevant recommendations in the view of online retailers, enriching the theory and practice of influence factors on consumer decision-making. However, due to time and capacity constraints, the paper could not comment on a comprehensive analysis of online consumer purchasing decisions, the survey had a sample of geographical constraints, the scale should be even greater. Although the paper comments on the online network of consumer purchasing decisions thorough study is not thorough enough, after all, it is a useful attempt to provide an effective reference to subsequent in-depth study. Moreover it provides strong evidence for further research subsequently and has theoretical value and practical significance to certain extent. |
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