The Effect Of Online Review On Consumer Online Purchase Intention

The Online Reviews is a form of Online Reputation. In recent years, with the rise of B2C, C2C and other shopping website, more and more online reputation is shown in the form of consumer reviews. Online Review has a significant influence on Consumer Online Purchase Decisions, but the Academic Community has fewer empirical researches on this topic. Therefore, In this paper, I select the effect of Online Review on Consumer Online Purchase Intention as the research topic. First through collecting and analyzing some literature, I studied the related concepts, characteristics and its impact on Consumer Purchase about Online Review, and then presented a conceptual model and the research hypotheses of this study, and based on the result of the Literature Study and Questionnaire Pre-test, I determined the questionnaire. After that, I collected the empirical data through questionnaire, processed the collected data by Statistical Analysis with SPSS18.0. After that, I carried out some Fit Tests and Path Analysis about the conceptual model using Structural Equation Model with AMOS17.0; and carried out some Moderating Effect Test and Variance Analysis with SPSS18.0.Through the research and analysis, I got three research findings mainly:1. The five variables of Online Reviews have positive impact on Consumer Online Purchase Intention through Reviews Creditworthiness all. And these effects received some regulation from three characteristics of consumer.2. The two variables of Online Reviews (that is Review Number, Review Direction) have positive impact on Consumer Online Purchase Intention through Perceived Value.3. There are no statistically significant differences on Consumer Online Purchase Intention from different Gender, Age and Qualifications. There are some statistically significant differences on Consumer Online Purchase Intention from different Monthly Income, and Online Shopping Frequency. Monthly Income is positively correlated with Consumer Online Purchase Intention, but Online Shopping Frequency is negatively correlated with Consumer Online Purchase Intention on the whole.