| As one of the greatest inventions of mankind in twentieth century,in the past decade the Internet has been developed rapidly and has become a strategic infrastructure for the development of human society in the information age.The internet profoundly change the mode of production and life,has greatly changed our daily life style and habits.With the rapid development of the Internet,the rapid rise of online shopping at the same time,spreading the word form not only the traditional oral communication mode,more and more consumers love communicating through the forum,micro-blog,Internet and other platforms for products,services,enterprise and brand into evaluation,resulting in online reviews this new mode of word-of-mouth.For the study of online reviews,the previous scholars have conducted the research of the language text length,quality,timeliness,additional comments,comments etc.online reviews,is the lack of current research focus on the online reviews the pictures in the comments,so we have the necessary mechanism to influence online photo comment on the consumer purchase intention of deep discussion.This research adopts the research method of combining theory with practice.Firstly,the theoretical literature on online reputation at home and abroad are reviewed on the basis of combining the characteristics of ELM model and online photo review,build the theoretical model of online photo review influence consumers' purchase intention,and put forward the relevant research hypotheses.The study of online photo comment in dianping.com a Chinese catering enterprises as the stimulus,the 2(picture content integrity:the complete VS none complete)X2(comment:high picture quality VS low)X2(picture comment number:more VS less)between subjects design.Using statistical software SPSS21.0 to carry out descriptive statistics,reliability test,control test,correlation analysis and regression analysis of the experimental data,and draw the conclusion.Compared to the non complete picture comments,online photo comment more complete when the consumer purchase intention is higher;compared to the low picture quality picture comments,pictures comments online photo comments is high quality consumer purchase intention is higher;compared to the small number of pictures,comments,pictures comments a large number of consumer purchase intention is higher;at the same time.The above product involvement variables showed a significant regulatory role.Finally,based on the conclusions of this study,the author combined with the characteristics of catering services,shopping websites,was proposed to help businesses improve the consumer purchase intention of marketing proposals,and summarizes the deficiencies and future development direction. |
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