Research On The Influence Mechanism Of Online Review Types On Consumers' Online Shopping Intention

With the enrichment of online Reviews,there are various forms of reviews,picture reviews have become a reference for consumers,especially for experiential products,which reduce the uncertainty of shopping.However,most of the researches on online reviews focus on the text reviews,whether there are differences in the influence of the two forms of reviews on consumers' online shopping intentions,and how the psychological process mechanism of consumers is the main problem in this paper.In this paper,the background and significance of studying online reviews types on the willingness of consumers online shopping are elaborated,and the research status and purchase intention of text and picture information are analyzed and analyzed in combination with advertising marketing and online comments.Based on Stimulus Organism Response(SOR),the influence mechanism of consumers' online shopping intentions is established.From the perspective of cognition and emotion,the model divides cognition into two variables: perception and imagination and divides emotion into two variables: pleasure and arousal according to the theory,and the differences between different types of reviews on cognition and emotion and the difference in purchase intention are compared,and the mediating role of consumers' psychological variables is discussed.This research adopts experimental research methods,through the single factor between subject design to collect data,and analyzes and verifies the hypothesis with PLS,SPSS,MPlus.The results show that compared with text review types,the influence of the type of picture type on consumers' perception of information,perception of intangible,pleasure and the intention of online shopping is superior.The difference of review type can not only directly affect purchase intention,but also indirectly through cognitive and affective variables,and verify the mediating effect of perceived information usefulness and pleasure.In view of the new research perspective of picture review,this paper extends the research on online shopping intention of review type,reveals the different influences of cognitive and emotional pathways on consumers,and the discovery of mediating effect also enriches the theoretical model of stimulating organism response,which has certain theoretical significance.At the same time,it provides a reference for online retailers to manage online comments.By improving the value of online review,it helps enterprises to grasp consumers' shopping psychology and thus promote consumers' willingness to purchase and gain competitive advantages.