The Study On The Effect Of Online Review Type Perception On Consumer Purchase Intention

In the era of Internet,e-commerce develops rapidly,online shopping has become an important way of shopping.Consumers will refer to product reviews,logistics reviews and star ratings for online shopping,so we need to study the impact of different types of online reviews on consumers' purchase intention.As consumers pay more and more attention to logistics service,how does the perception of logistics comment affect consumers' purchase intention needs further study.In this study,the research content and significance of the impact of online review type perception on consumers' purchase intention are described,and the research status of product review,logistics review and star rating evaluation are collated and analyzed,as well as the research literature of perceived usefulness and pleasure.This study uses the theory of stimulus organism response to construct a research model of the impact of online review type perception on consumer purchase intention.This study discusses and analyzes the influence of product review perception,logistics review perception and star rating evaluation perception on consumers' purchase intention.To clarify the impact of logistics review perception,and to supplement the theory of logistics review perception.According to the empirical research method,this study studies the influence of different types of online review perception on consumers' purchase intention.It is found that product review perception,logistics review perception and star rating perception have an impact on perceived usefulness,while product review perception and star rating perception have an impact on pleasure.Different types of online review perception influence consumers' purchase intention through usefulness and pleasure,and verify the intermediary role of perceived usefulness and pleasure.This research expands the research field of online review type perception,and increases the research theories of product review perception,logistics review perception and star rating evaluation perception,which has important theoretical significance.According to the findings of this study,businesses can timely grasp the needs and preferences of consumers on the content of online review,so as to put forward good business strategies.It has a certain guiding significance for the management of online review.