The Impact Of Online Product Reviews On Consumer Purchase Intention

Relying on the Internet+ layer to promote the background,online shopping is taking the place of people’s inner worldin an insurmountable position,participate in the number of online shopping and the growing variety of goods,online shopping has become a fashion trend.However,to provide convenient services at the same time will bring a certain degree of controllability,the virtual network is the most important,for consumers,compared to the entity,can not really feel the various characteristics of goods,which is bound to cause a miscarriage of justice to buy the product.In order to improve the lack of online shopping transactions,online reviews of products on the site naturally become an effective solution.So,this paper uses the theory of communication persuasion,the online review is divided into three parts: the content of review,the source of review and the characteristics of receivers.Which features of the content of including review quality and review emotional tendency,the source of the review including web credibility and reviewers professionalism,the review receiver including receivers professionalism and the degree of receiver involvement,comprehensive coverage of the dimensions of online reviews,which covers the dimensions of online reviews,and builds the theoretical model to explain the impact of online reviews on perceived usefulness and the impact of positive effect on purchase intention,using empirical analysis to test the hypothesis.It is concluded that review quality,review emotional tendency,web credibility,receiver professionalism and the degree of receiver involvement have a significant positive impact on consumer purchase intention.Review quality,web credibility,reviewer professionalism,the degree of receiver involvement on perceived usefulness has a significant positive impact,and review emotional tendency negatively influence perceived usefulness,perceived usefulness have significant positive effect on consumer purchase intention,the relationship between perceived usefulness mediating review quality,review emotional tendency,web credibility and purchase intention,but the recipient fully mediates the relationship between receiver professionalism and purchase intention.The conclusion of this study helps consumers get valuable information quickly and improve the efficiency of decision-making;In addition,based on the research conclusion,writing reviews to improve the usefulness;for business enterprises candeeply improve the assessment system,to ensure that online reviews play a strong role in building consumer confidence in the business and promoting purchase intentions.