Research On The Eye Tracking Of The Impact Of Contradictory Online Reviews On Consumer’s Purchase Of Searching Products

With the rapid development of Internet, the mankind has entered the era of network economic. The network application become very common in people’s daily life. Online shopping is one of the most representative application. But online reviews have a significant impact on the consumers’ purchase decision.This paper, based on the background of the searching product, uses eye tracking technology explore online reviews’ characteristics and influencing factors and their impact on consumers’ purchase decision.Firstly, it reviews of the related literatures in this paper both from here and abroad on the online reviews and how the reviews’ emotions influencing consumer’s purchase decision process, and puts forward the research’s significance, content and methods.Secondly, on the basis of theory of the online reviews, contradiction online reviews, consumer online trust and eye tracking technology, the paper puts forward the theoretical model and research hypotheses, and designs the cognitive experiment. A 2(positive, negative)×2(male, female)×2(brand, no brand) experiment design was adapted.Thirdly, the paper uses statistical tools to analyze interest area’s eye movement data and the behavior data respectively, and then from the Angle of qualitative, for example, heat map, analyzed experiment subjects’ cognitive effort process.Finally, we draw the following conclusion: to compared with the positive comments, consumers pay more attention to the negative reviews and are more to be subject to the negative reviews; there are significant differences in the cognitive process between men and women, men are affected by the negative reviews less than women; brand can not only influence consumer’s cognitive degree of reviews, but also change consumer’s cognitive process of negative reviews. Brand can reduce the influence of the negative reviews on relation between consumer’s emotional trust and purchasing behaviors. And from two angles of online reviews and brand construction, the paper put forward specific measures and suggestions to the management.