An Empirical Study Of The Impact Of The Consistency Between Picture Reviews And Shop Shows On Consumer Purchasing Decision

With the rapid development of the Internet,online shopping has been increasingly common.As the extension of Word-of-Mouth marketing,online Word-of-Mouth marketing plays more and more important role as well.According the literature review,we found that many scholars had researched the mechanism of online Word-of-Mouth marketing.However,there are still blanks in this area.Online reviews can be divided into text reviews and picture reviews.Recalling the previous literature,most scholars studied text reviews,but lack of focus on picture reviews.This essay selects picture reviews as research object to discuss the relationship between the consistency of picture reviews vs.shop shows and consumer purchase decision.The methods of this essay are mainly literature research,interviews and questionnaires.First of all,by reading the literature,and combining the online shopping scene,I determine picture reviews as research object.The next,by interviewing deeply,I confirm the research problem,construct the conceptual model and put forward the corresponding hypothesis.Once again,aiming at the model,I design the questionnaires,and then collect data.Then,data processing is made by SPSS19.0,and then arrive at results.Finally,put forward feasible suggestions based upon the conclusions.After the steps above,we find that the degree of consistency of picture reviews vs.shop shows has a positive impact on consumer purchase decision,and the positive effect works through perceived value and varies with product category.As what mentioned before,this paper attempts to fill this field partially,and it is the theory meaning of this article as well.Moreover,the conclusions will give some marketing advice to the merchant.For instance,if the product belongs to expressive kind,the merchant should pay attention to the feedback that from consumer,especially the picture reviews;But,if belongs to functional product,the merchant needn't lay emphasis on picture reviews.These conclusions and suggestions provide certain reference values for marketing managers to practice word-of-mouth marketing,which plays an important role in marketing management.