| In recent years, with the rapid development of Chinese economy and constantly pushing new network of science and technology,the network has become indispensable things in our daily life.With the development of the network,the birth of online review of this new word of mouth communication.Now, online comments have become an important considerations when consumers making purchasing decisions.Online reviews has its own unique advantages and vitality,make a huge impact to Communication style and business model. This papers based on the consumer perspective,research an impact on online review about network consumers willingness to purchase,has important theoretical and practical significance to enhance the network of consumer groups' purchase intent and promotion of modern enterprise e-commerce business.Based on the theory of the online reviews, willingness to purchase and consumer behavior,the combined use of the method of combining theoretical analysis and empirical analysis,this paper discuss the online reviews affecting network consumer groups' willingness to purchase.Firstly, the paper briefly summarizes the related theory of the online reviews affecting consumer willingness to purchase;secondly introduces the specific content and implementation process of this research, and puts forward the theoretical framework and research hypothesis about online reviews affect network consumer's willingness to purchase; and then using correlation analysis and regression analysis methods, empirically analysis the factors affecting network consumer groups' willingness to purchase; finally draws the conclusion, and puts forward the corresponding suggestions.The main conclusions of this paper are:(1)Website visibility, website credibility, the credibility of the reviewer,the quality of online comments, released a few online reviews, online reviews and online comments potency strength have a significant positive correlation with network consumer groups' purchase willingness.(2)Comments recipient's quality has a significant negative correlation with network consumer groups' willingness,this indicates that the quality of the network comment recipient make a negative impact to network consumer groups' purchase willingness. In response to these conclusions, the paper proposes the following policy recommendations:(1)Attaches great importance to online reviews on strategic perspective,give full play to the guiding role of online reviews in word of mouth marketing.(2) Focus on mining and training publisher ofhigh credibility reviews publisher.(3)Attention online reviews of four characteristic attributes,and control it appropriately.The innovation of this paper mainly lies in:(1)On the basis of comprehensive influencing factors of the domestic and foreign relevant research based on online reviews,select the most important factor in online reviews online word of mouth to study the impact on the network consumer groups' willingness to purchase,construction of the network online reviews influence consumers' purchasing intention integration model and comprehensive use of correlation analysis, regression analysis, empirical methods,examines the impact of online consumer groups to comment on the network purchase intention generated, Provides a new way for theoretical research of thinking in the future.(2)In the selection of variables,taking into account the credibility of the website,which will make a largely affect in network consumer groups' purchasing decisions willingness.Therefore, this paper exploratory joined the site credibility variable, has important practical significance to enterprises' E-commerce development. |
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