Research On The Impacts Of Online Reviews On Consumer Purchase Intention

With the progress of science and technology,the development of science,people's habits and values have changed,became a mainstream way of shopping online,online reviews was born.More and more consumers are willing to share their experience of online shopping,consumers are very susceptible to the influence of online reviews.So the research on online comments more and more get the favour of domestic and foreign scholars.And this paper introduces the psychological construct itself as a moderator variable,this is the point of innovation in this paper.On the basis of predecessors' research,this paper proves that the trust between online reviews and purchase intention plays an intermediary role;General research the product type and consumer characteristics as regulating variable,and this paper takes the characteristics of consumers as a moderator variable,self construct is the product of under different culture,as indicators of consumer characteristics.The data of this paper is through the questionnaire survey to collect empirical data,using statistical software SPSS17.0 and AMOS21.0.Through the study found that(1)the number of online reviews of emotional trust and cognitive trust has significant positive influence,comments on the polarity of emotional trust have a positive impact,but has no effect on cognitive trust;(2)emotional cognitive trust and trust all have a significantly positive impact on consumers' purchase intentions;(3)the interdependent self had regulation between online comments and trust;(4)self construct,interdependent self adjustment effect is not obvious.According to the result of empirical study,this paper reviews mechanism,enhance trust,focus on personality,three aspects put forward the marketing methods,is helpful for managers to online reviews of management,improve sales.