Research On The Relationship Between Online Reviews And Consumer Purchase Intention

In recent years, with the rapid development of e-commerce, more and more consumerswho keen on online shopping would judge by electronic word-of-mouth. As one kind oftypical electronic word-of-mouth, online reviews plays an important role. Most ofresearchers studied on the influence mechanism of online reviews on consumer behavior,but considering different personality traits would have a moderating effect on consumerpurchase intention, it is necessary to explore the existing model further.Firstly, the mediation role of trust between online reviews and consumers’ purchaseintention was verified by summarizing the existing researches; Secondly, online reviews andtrust were divided into different dimensions, the regulatory focus—one of typicalpersonality variables was introduced as the moderator to the model which describes therelationship between online reviews and consumer purchase intention, and then relatedtheoretical hypothesis were given; Finally, using SPSS17.0and AMOS17.0software toanalysis data which were collected by questionnaire survey, we validated hypothesis andmodified the initial model. The results were given as followed:(1) the quality and quantityof reviews have significant positive effects on emotional and cognitive trust; reviewspolarity has a significant positive effect on the emotional trust; both emotional and cognitivetrust have significant positive effects on purchase intention;(2) for promotion focusconsumers, reviews quality has a significant positive effect on emotional and cognitive trust;reviews polarity has a significant positive effect on emotional trust;(3) for prevention focusconsumers, reviews quality has a significant positive effect on emotional trust; reviewsquantity has a significant positive effect on emotional and cognitive trust; both emotionaland cognitive trust have significant positive effects on purchase intention. According to theabove results, marketing strategies were put forward from reviews mechanism, enhancetrust, personalized attention and integrated marketing, which will provide guidance fore-business enterprise to manage online reviews and strengthen consumer purchase intentioneffectively.