Empirical Study On The Impact Of Appended Online Reviews On Consumer Purchasing Intension

In the environment of online shopping, online review is an important channels for consumers to obtain product information. It includes initial online reviews and appended online reviews in many online shopping platforms. Initial online reviews tend to be the first comment of products once comsumers get products, while appended online reviews are more objective evaluations to the performance and characteristic of products after a period time of product use. Obviously, initial online reviews and appended online reviews have a different impact on later consumers. The domestic and foreign scholars have carried out a lot of research on the role and impact of initial online reviews, but there are few studies on the impact of appended online reviews. This thesis uses empirical methods to study the impact of appended online reviews on consumer perchasing intension.First of all, the thesis makes a systematic review of the related literature from the aspects of consumer purchase intention, online reviews, appended online reviews, information adoption and so on. On the basis of related literature, it constructs the model of this study, and puts forward the research hypothesis, then defines the related constructs and designs the corresponding measurements. Secondly, the thesis completes the design of the questionnaire, and get the formal questionnaire based on the analysis of 92 pre-questionnaires. At last, descriptive statistical analysis, reliability and validity test are carried out on the 292 valid questionnaires. After that, the survey data are analyzed by the method of structural equation modeling. The results show that the valence, quality of appended online reviews have significant positive effect on perceived usefulness, also do the reviewer's expertise and credibility. Perceived usefulness has significant positive impact on purchase intention, too. In terms of moderating effect, consumer's expertise has significant moderating effect on the relationship between the valence, quality of appended online reviews and percieved usefulness. Therefore, there are the following management inspirations:establishing a scientific online review ranking mechanism; paying more attention to appended online reviews; building a better consumer reputation evaluation system; analysing related data deeply and using the results rationally.