| In recent years,the E-Commerce(EC)market has a flourishing development in China. According to the online shopping market research of2013by China Internet Network Information Center(CNNIC),Chinese online shopping market transaction amount was1850billion yuan, accounting for7.8%of social retail goods;the scale of online shopping user reached to302million,compared with48.9%of Internet users.In2013,Chinses online market grew by42%, and Double tenth a shopping festival2013, Taobao and Tmall daily sales of35.01billion yuan, to become the world’s largest shopping carnival..The blowout development of online shopping market,has attracted people’s wide attention and heated discussion in the whole society. The discussion about the online shopping market will exceed or alternative entity retail market in the future hasn’t been broken.Although we can’t determine who will won the debate,the E-Commerce market is the trend of The Times has become the consensus of all the people.Under online shopping environment,consumers are difficult to perceive the quality of products as they can’t truly contact with goods, so consumers who purchase online perceive more risks.In order to improve the trust on both sides of the online consumption and facilitate consumer’s perceived quality,also reduce transaction risks online and promote consumption,online shopping platforms provided consumers with the Online Review System on that consumer can evaluate the quality of products and service and reputation of their businesses.Consumer Online Review has greatly promoted the development of online shopping market, as well as provided substantial amount of reference information for consumers’purchase decision. By consulting research of iResearch, the reputation and after-sales service of online retailers.consumer online review are three main factors which influence consumer’purchase decision deeply. CNNIC also found that more than half of the consumers consider other consumers’reviews on shopping website before their purchase online.Consumers Online Review has important significance for the Online shopping market and online consumers as we know.However,Consumer Online Review has encountered many problems in practice that undoubtedly cause adverse effects on the value of Consumer Online Review and development of online market,such as the proportion of consumers’participation in the online review is low,reviews can’t be response to consumer attitudes really and objectively,and Retailers pretend as consumers identity to participate in the review,et.In academic research about Consumer Online Review, the scholars attached great importance to its influence on consumer purchasing decision and behavior,and ignored the study of intention and behavior of review itself.In view of this, this article based on the consumer online reviews, explores the factors that affect consumers’intention to online reviews.Consumers Online Review is regarded as a form of Word-Of-Mouth(WOM) under network environment.Based on a large number of literature research, from the perspective of Word-Of-Mouth(WOM) theory,this article explores what influence the consumers’intention of online reviews,and also considers consumer acceptance behavior of technical systems.This paper constructs a comprehensive model about the intention of Consumer Online Review, and put forward several research hypotheses.By the method of empirical study with questionnaire to collect sample data, using SPSS17.0and AM0S7.0statistical analysis software for Structural Equation Model analysis,this article validated theoretical research model and tested research hypothesis to find which factors influence the consumers’ intention of online reviews.Empirical study found,satisfaction has a significant positive impact on consumers’intention of online reviews;material incentive has no significant impact on consumers’intention of online review;product involvement can significantly increase the consumers’intention of online review;customer commitment,extraversion personality traits also have significant positive impacts on consumers’intention of online review. In technology, perceived ease of use on the online review system significantly improves consumers’intention to online review, and perceived usefulness to consumers’intention of online review has no significant impact.Finally,this paper summarized and analyzed the research conclusion and marketing implications,and we also discussed research innovation, research limitations of this article. |
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