Research On Online Reviews Emotion Tendency Influencing Online Consumers’ Purchase Intention

With the development of science and technology,in recent years marketing field appeared many new business models,among the fastest-growing e-commerce model,Electric business compared to traditional business entities to provide more quality and convenient service for consumers. Online shopping in China has developed rapidly,becoming the most important part of e-commerce. From a consumer’s point of view to examine,when consumers buy goods online, because do not touch the product,can not truly feel the product quality,so they will browse the past consumers’ product reviews,and they perceive products and services through these reviews. At the same time these online reviews have a strong influence on potential shopper,affects their purchasing intention and purchasing decisions.In this paper,online reviews as the breakthrough point,through a large number of relevant literature, we select online reviews emotion tendency as the main object,and combined with the current situation of China’s online shopping market, and studies the affection of emotion tendency of online consumer online reviews to purchase intention. At present, domestic and foreign research for online reviews of emotion tendency on consumer purchase intention is not a lot,previous studies mostly for online reviews of usefulness, dimensions or online reviews influence on sales. In this paper we first study the influence of emotional polarity and emotional intensity on consumer purchase intention through four experimental situations. Then with the perceived risk,perceived message credibility and perceived value as an intermediary variable, the recipient of the professional knowledge level and the receiver of cognitive demand as a moderating variable,research on online reviews emotion tendency(subjective / objective) influencing online consumers’ purchase intention.The overall paper is divided into five parts, the first part is an introduction;the second part is literature review;The third part is the theoretical framework and research hypotheses;The fourth part is data analysis,quantitative analysis of the experimental data to verify the hypothesis;The fifth part is based on online reviews emotion tendency perspective put forward suggestions to enhance the customer purchase intention, at the same time from the consumer point of view, make a few suggestions to help consumers to choose their favorite products more quickly and easily from the online reviews of sentiment.The author in the research angle and countermeasures propose own innovation. This is mainly embodied in: First, raised product knowledge level and cognitive needs of consumers as variables, perceived value, perceived risk and perceived credibility as mediators, build a model to explore online reviews emotion tendency influence on purchase intention; while exploring online review emotional polarity and emotional intensity of the interaction on purchase intention. Second,based on online reviews emotion tendency perspective put forward suggestions to enhance the customer purchase intention, help e-commerce businesses to better improve the online comment system, develop effective strategies to deal with and manage online reviews, improve service levels, so as to enhance consumer online purchase intention, and ultimately to promote e-commerce enterprises to achieve greater profitability.