| In traditional media era,oral spreading draws attention of many companies in the advantage of low cost spreading,and efficiency.The form of oral spreading has been changing with the development of internet and online oral spreading has come into being.online oral form breaks the time and space limitation of traditional oral spreading,widening the channel of understanding products to enhance the efficiency of purchase decision making.With the continuous development of Internet technology,online shopping is increasingly convenient,and one common online oral spreading form is online commentary.consumers can not actually touch the product,they can only make judgments based on the image content given by the companies and the other consumer's online reviews when purchasing online.Thus,the impact of online reviews on consumers is particularly important.Since 2000,scholars at home and abroad have increasingly researched online oral spreading.The foreign research on online reviews mainly focuses on online reviews and consumer relations,the impact of online reviews,and the credibility of online reviews.The domestic focus is on online Commentary on Usefulness and influence of Comments Content on Online Purchase Decisions.Previous scholars have studied that the impact of online reviews on consumer behavior mainly show in three areas:1.The influence of the communicators' professionalism and relationship strength on their willingness to purchase intention2.The effect of price,quantity,objectivity of presentation and quality of content on the consumer's Purchasing intention3.The influence of the recipient's trust orientation,involvement,and personal purchase experience on the willingness to purchase behaviorThe impact of the review content on consumers only involves textual content,rarely about the impact of image content on purchase decisions.However,these years,some companies make profit by faking online commentary and reviews.Among all the faking methods,faking words is relatively simple.More consumers shift to image comment in order to avoid faking comment and pay more attention to online image comment.As the online saying goes “image can show you truth”.Therefore,under the new situations,the how online image comment influence consumers behavior is worth studying.In this thesis,literature analysis and thorough interview are applied to set up the study model,trying to evidencing the influence of image quality,image quantity,image polarities on consumers' purchasing decision via questionnaire.And reliability is been taken as media variable.After data analysis,the prominent significance among image quality and image polarities and purchasing decision is found.Reliability act as a medium on purchasing decision via image quality and image polarities.No prominent significance is found between image quantity and purchasing decision.Companies should pay more attention to online image quality and online positive comment perentage. |
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