A Study On The Impact Of Online Comments On Consumers' Purchase Behavior

With the rapid development of information technology,the widespread use of Internet applications to promote China's real economy and the combination of things.More and more people choose online shopping this consumption model.To help consumers more information about the goods,many shopping sites have launched online comments.Online comments to a certain extent weakened the perception of people to buy the risk,affecting people's purchase decisions.With the rapid economic development,people's disposable income continues to increase.More and more people want to have a car of their own.Cars as high prices do not often buy goods,products involved in high,consumers will spend a lot of time before the purchase and energy to collect information.However,due to e-commerce sites on the high price,commodity return mechanism is not perfect and people pay a conservative attitude to third parties,online sales of cars has not been widely accepted.In order to facilitate the user to collect car information,there have been a large number of third-party car information to provide car information-based information website.According to iUserTracker statistics,car home monthly coverage of nearly 80 million people,China Internet users 60%of the time spent on the car home.Third-party car information platform has become the main channel for people to understand the car information.Through the finishing of the previous literature,it is found that the research on online comment mainly focuses on low-cost items such as mobile phones,clothes and hotels,and the research on high-priced and complicated commodities is less.Online comments on the data to empirical analysis of online comments on the impact of consumer buying behavior,enriched the content of online commentary.First of all,we through a large number of domestic and foreign literature analysis and collation,learn from previous research results,according to the purpose of this study proposed research assumptions,and then we through the SPSS software to verify the relevant theoretical assumptions,this article through the Python language programming car The car is divided into three categories according to the national car classification standard:basic passenger cars,SUVs and MPV cars,according to the classification of cars were studied online comments on different types of cars The impact of consumer buying behavior.Through the results of the study found that the number of online comments on the positive impact of consumer buying behavior,and different types of car impact of different degrees.The number of online comments on the basic type of passenger car is higher than the SUV type car and MPV type car.The average emotional polarity has a positive effect on the basic passenger car and the MPV type car,and the impact on the SUV type car is not significant.Overall,the average emotion has little effect on the purchase behavior of the automobile consumers.Different types of cars,their attribute reviews have different effects on consumer buying behavior.In this paper,through the appearance,performance,comfort and other online commentary found that the basic passenger cars and MPV-type car its performance,comfort online comment on consumer buying behavior has a significant positive impact,and performance online comment on the degree of impact Higher than the comfort,the appearance of the impact of consumer behavior is not significant.The SUV-type car research found that the appearance,performance,comfort online comment on consumer buying behavior have a positive impact,appearance,performance impact than the comfort.The price of basic passenger cars,SUV-type car has a negative impact on the MPV-type car is not significant.According to the results of the study suggested that car manufacturers in the sale of basic passenger cars and MPV cars more emphasis on its performance and comfort advantages,such as fuel consumption,power,interior and other aspects of information.SUV-type cars can be more emphasis on appearance and performance advantages.Third-party car website can adjust the content of the page according to the consumer's attention to different attributes,so that the page is more in line with the needs of consumers,increase the number of visitors.