Research Of The Effects Of Online Reviews On Snack Consumers' Purchasing Intention

With the improvement of living standards and the quickening pace of life,more and more people enrich their taste buds,relieve life pressure and delight themselves by buying snacks.At the same time,the development of Internet technology,the rise of snack e-commerce and the improvement of online shopping environment have made online shopping become the first choice for many consumers to buy snacks.However,snacks as experiential food commodity,online shopping not only brings convenience,but also brings greater risk and uncertainty.Therefore,in order to reduce the risk of buying snacks online,snack consumers will pay more attention to online reviews in order to help them make purchasing decisions by other people's eating experience and quality perception.Based on this background,this paper try to study online reviews how to influence the purchase intention of snack consumers.Through combing and summarizing the related research results of previous scholars,this paper constructs the model based on the theory of communication and persuasion and the key individual perception element of the Technology Acceptance Model-perceived value and perceived credibility.Then,this paper uses SPSS19.0 software to analyze the relevant 284 valid questionnaire data which were collected through questionnaires.The conclusions are as follows: the number of reviews,the quality of reviews and the valence of reviews all have significant positive influence on consumers' purchase intention;the number of reviews,the quality of reviews and the valence of reviews all have significant positive influence on consumers' perceived value;the quality of reviews and the valence of reviews both have significant positive effects on perceived credibility but the number of reviews has no significant effect on perceived credibility;perceived credibility has a significant positive impact on perceived value;perceived value and perceived credibility both have significant positive effects on purchase intention;perceived value plays an intermediary role between the number of reviews,the quality of reviews,the valence of reviews and consumer purchase intention;perceived credibility plays an intermediary role between the quality of reviews,the valence of reviews and consumer purchase intention but it does not play an intermediary role between the number of reviews and consumer purchase intention.Finally,based on the conclusion,this paper puts forward some reasonable suggestions for snack merchants to improve snack sales.