| With the vigorous development of the network shopping market, customers purchase behavior begin to be changed. Online reviews is increasingly becoming an important part of e-commerce because more and more people trust it and take it as an important evident in making decision. Although at present there are many researches on online reviews, the researches on neutral reviews are not enough. Therefore, this paper studies the impacting mechanism of neutral reviews on online purchase intention in perspective of ambivalent attitude, and puts forward the following two questions:(1) what is the impacting mechanism by which neutral reviews affects on online purchase intention?(2) How the ambivalence attitude, community reputation, neutral reviews quality, the characteristics of the consumer and the general attitude towards online reviews affect the purchase intention thought neutral reviews?To answer the above questions, this paper bases on Kotler consumers purchase model, builds a theoretical model, puts forward the hypothesis, uses the2*2*2factorial experiment and questionnaire to collect data, and then analyzes data by SPSS17.0statistical software. To test the hypothesis by using independent sample T test and variance, this paper probes the impacts of the contradictory attitude, community reputation, quality of neutral reviews, the characteristics of the consumer and the general attitude towards online reviews on purchase intention in each dimension.In conclusion:the contradictory attitude has a significant effect on consumer online purchase intention; while community reputation, reviews quality has no significant influence on consumer online purchase intention; the regulating effect of community reputation and the reviews quality to contradictory attitude is significantly:the impacts of contradictions attitude to the purchase intention are greater with the added of high reviews quality and high community reputation. In addition, there are some differences on consumers characteristics and general attitude towards online reviews on consumers’online purchase intention, but the differences are not significant. |
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