| In June 2016 Chinese Internet Information Center(hereinafter referred to as CNNIC)open "China Online Shopping Market Research Report" shows that 77.5% of consumers in the online shopping network will buy their own reputation as a basis for decision-making,enterprises released products and promotional information relative to the online commentators through online shopping platform to express their evaluation of product purchase experience upload the real pictures of products,and businesses in all aspects of service,can cause more consumer trust.Many researchers from different angles of enterprise online sales,online reviews of online reviews and the usefulness of consumers' perceived value and so on,but these are just one-time online reviews on different consumer research,has yet to study again after the first online reviews additional online reviews reviewer.The survey found that 92.97% of online shoppers will further reading additional online reviews in reading first online reviews,and online shopping in the reality,the first online reviews brush score,malicious evaluation and award praise and other undesirable phenomena,enterprises are faced with negative initial online reviews cause adverse effects on their own sales.Therefore,the additional influence of online reviews on consumer online purchasing behavior,not only theoretical research of previous scholars to supplement and improve,but also has important practical significance to carry out network marketing for enterprises.In order to explore the influence of online reviews on consumer online purchasing behavior,based on the online reviews and consumer behavior theory and technology acceptance model literature review and summary,additional online comment number,quality,time interval,emotional changes and additional online commentators and other factors will have a significant impact on consumers' evaluation of the usefulness of information judge,and consumers' perception of information useful and will be on their own purchase intention and purchase behavior directly affects the network,thus constructing the theoretical model and the research hypothesis.According to the research hypothesis,the variables of this study were measured and the preliminary questionnaire was set up,and the final questionnaire was formed on the basis of the previous research.Through descriptive statistical analysis,reliability and validity analysis,correlation analysis and regression analysis using SPSS21.0 software to collect 304 effective questionnaire data,to judge the rationality of setting up the basic characteristics and the questionnaire survey,finally to verify the proposed theoretical model and research hypothesis.The result shows that the additional content online reviews positive effect on consumers' perceived usefulness,and the influence of the order of the number of additional online reviews(0.279),an online review quality(0.261),additional online reviews emotional changes(0.212),additional comments online time interval(0.145);an online reputation of reviewer positive effect on consumers' perception the usefulness of the influence degree is 0.793;the consumer perceived usefulness positively influence consumer purchase intention,the influence degree is 0.706;the consumer purchase intention positively influence consumer online purchase behavior,the influence degree is 0.669.According to the conclusion of this paper,the author puts forward some suggestions on the development of network marketing.First,enterprises should pay attention to and improve customer service service,constantly returning to consumers,to understand their products and services in the complaint and resolve to avoid additional online commentators in front of the first online comments made after additional negative online reviews.Second,the enterprise can first online review after every period of time,the consumer satisfaction survey method to remind consumers to make additional comments online,to guide additional online reviewers at reasonable intervals according to their actual usage: more quantity and high quality of additional online reviews.Third,enterprises should pay attention to the training of high-quality customers,according to additional online reviews of online reviews and the number of additional release sites credit rating,to establish their own old customers through top and recommended way,promote the high-quality additional online commentators published comments,they play the role of opinion leaders.Due to the subjective and objective factors,this study has some limitations and shortcomings,such as questionnaire design and sample selection,the research is not enough and the data analysis is not enough depth.Therefore,the future can be studied from the following aspects: one is to optimize the questionnaire design and enlarge the sample size;the two is to add the perceived value and perceived risk as intermediary variables,to explore the influence of these variables on consumer online purchasing behavior;three is to consider the differences of different product types,different prices and different online shopping platform under regulation additional online reviews on consumer online purchasing behavior influence,the depth and breadth of research can be expanded. |
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