A Study On The Impact Of Online Review On Customer Purchase Intention

With the popularity of Internet and the rapid development of e-commerce,online shopping has become an indispensable part in many people's life.However,because of the virtual nature of the Internet and the asymmetry of information,consumers is fraught with uncertainty in the online shopping process,and it is difficult to make a buying decision.Online review birthed as one of the most influential online word-of-mouth form and is widely used by many consumers.Therefore,S-O-R(stimulus-organisms-reaction)model was chosen as this paper's theoretical support.From the perspective of consumer psychological dynamics,this paper combined perception risk theory,the product characteristics and characteristics of consumer groups to study the relationship between online review,perceived risk and purchase intention.Regard online review as an external stimulation,consumer internal psychological factors(perceived risk)as the intermediary variables to construct conceptual model.According to relevant literature,online review was divided into three dimensions:review number,review content quality and review titer.Perceived risk can be divided into economic risk,function risk and social psychological risk three dimensions.Exploring how different online review of online women's clothing influence consumer purchase intention and study the intermediary effect of perceived risk.Based on the conceptual model that had been constructed,the hypotheses of this paper were proposed.Then,with reference to domestic and foreign existing maturity scales,combined the object of this paper,simply corrected and designed this paper's questionnaire.Determined the final questionnaire of this study through analyzing the forecast data reliability and validity.And then used the statistics software SPSS 19.0 and AMOS 22.0 to explore collected large sample data of reliability and validity analysis,confirmatory factor analysis,correlation analysis,multiple regression analysis on the relationship between the variables and the model validation.Main conclusions were obtained through data analysis:review number,review content quality and review titer had significant positive influence on consumer purchase intention;review content quality and review titer had significant negative impact on economic risk,function risk and social psychological risk;but the study found that review number had no significant effect on the economic risk.Results also showed that the three components of the perceived risk:economic risk,functional risk and psychosocial risk all had significant negative impact on consumer purchase intention,and psychosocial risk outweighed the economic risk and functional risk.Perceived risk played a mediating role in the process of the impact of online review on consumer purchase intention.