Research On How The Dynamics Of Online Reviews Affect Consumers’ Purchase Intention

In the context of the Internet era,online shopping has gradually becomes an important channel for people to buy goods and consumption.On the online shopping environment,consumers can not personally experience and touch the goods,in order to reduce the risk and uncertainty of online shopping,most consumers choose to view online reviews.Online reviews are comments and feedback on the purchase of goods or services experience through the online shopping site after the purchase of goods.Online reviews overcome the obvious bias of business,positive and negative comments exist at the same time,more objective and true.Through the research and summary of the previous studies on online reviews,we discover that a large number of scholars on the online commentary conducted a more systematic and comprehensive study,also formed a mature research results.Most of the research were not distinguish the initial comments and additional comments,collectively referred to as online reviews,there are scholars focused on additional comments,but have ignored the same commentator given the initial comments and additional comments will change attitudes and how will the changes affect the perceived usefulness of the consumers and the purchase intention? Therefore,based on the reviews valence,dividing the dynamic changes from the initial comments to additional comments into the consistent online reviews and contradictory online reviews.The consumers’ perceived usefulness as the mediate variable,the self-efficacy as the moderate variable,researching on how the dynamics of online reviews affect consumers’ purchase intention.The paper takes the initial comments and additional comments of sports shoes on the Taobao.com as an example to conduct empirical research,four groups of questionnaires are designed by means of experiment,by use of SPSS21.0 software to analyze and deal with the questionnaire data to test whether the assumption is true.The results show that,compared with the consistent online reviews,consumers think that contradictory online reviews have stronger perceived usefulness,two types of changes of comments act on consumer purchase intention by the perceived usefulness.Self-efficacy will adjust consumers’ perception usefulness to the online reviews,high self-efficacy of consumers think that contradictory online reviews’ perception usefulness is more stronger,and then adopt the contradictory online reviews information to make purchase decisions,while low self-efficacy of consumers think that consistent online reviews’ perception usefulness is more stronger,and then adopt the consistent online reviews information to make purchase decisions.Based on the reviews valence,this paper divides the initial comments into the dynamic changes of the comments reasonably,and makes more detailed research on the existing research,which makes up the deficiency of the existing research.For the business to distinguish between two different types of changes in the online reviews and shopping platform attention to the management of information management to provide a new perspective of precision marketing.In the same time,encouraging consumers to play the role of commentators,give a true and objective evaluation of information,improve their self-efficacy to improve the efficiency of the purchase,reduce the risk of purchase.