Research Of Consumers' Purchase Decisions Based On Features Of Online Reviews

In Internet era,online consumption as a popular way of shopping is appreciated by consumers.On the one hand,it changes the traditional offline consumption into online consumption with efficient and convenient Internet.On the other hand,it leads information asymmetry between consumers and businesses with the virtual nature of Internet,especially for those consumers who are not familiar with products and product information.Online reviews provide a channel to understand product information,thus it helps consumers to make purchase decisions.The importance of online reviews has gradually been valued.Therefore,the study of features of online reviews has an influence on consumers' purchase decisions.It not only enriches the theoretical research,but can provide strong guidance for consumers' purchase decisions.In this research,features of online reviews of experiential products are taken as the object of study.Based on the collation and reference of related literatures,it analyzes credibility of the sender,the form of reviews,the potency of reviews,number of reviews,recipient involvement and recipient professionalism.It builds purchase decisions model based on features of online reviews according to communication process of online reviews,five stages model of purchase decision,Elaboration Likelihood Model and EBK model.Then it designs questionnaires to collect data with online and offline methods,and do reliability,validity and path analysis.In the empirical part,we choose the data of Taobao's emulsion products to analyze and forecast,and use xg Boost algorithm and F value measurement method to verify and predict the impact of features of online reviews on consumers' purchase decisions.Empirical analysis shows that the credibility of the sender,form of reviews,potency of reviews,number of reviews,recipient involvement and recipient professionalism all have relationships with consumers' purchase decisions.On the one hand,the research consummates the influencing factors of online reviews,and constructs a consumers' purchase decision model based on online reviews.On the other hand,it provides some references for consumers.For example,it can improve the registration system,and recommend to consumers real reviews about the products.It can focus on the emotional tendencies of reviews.It can enrich the form of online reviews,and strengthen interaction between consumers to improve the enthusiasm of reviews.