Research On The Influence Of Contradictory Compound Reviews On Consumer Purchase Intention

With the rapid rise of e-commerce,people begin to enjoy the one-stop shopping service by the Internet.In order to reduce consumers' purchase risk,the e-commerce platform introduces online review system and adds additional review function to encourage consumers to share their real feelings about the products,the online review with additional review is called compound review.In the real online shopping environment,consumers often have to face the situation that there exists both positive and negative reviews at the same time,the research on consumers' purchasing intention in contradictory compound reviews is not sufficient.This paper supplements the existing research and improves the research framework of contradictory online review,and the conclusions have some practical meaning,and can provide some suggestions for e-commerce platform,merchants and consumers.This paper builds a research model based on the Stimulus-Organism-Response(S-O-R)model,regarding the order of the contradictory compound review(bad-praise VS praise-bad)and time interval(long VS short)as the independent variable,and the consumer's involvement(high VS low)and reviewer's credibility(high VS low)as the regulatory variables,and the consumer's willingness to purchase as the dependent variable,and the corresponding research hypothesis is proposed.The paper conducts a survey through a combination of situational experiments and questionnaires,selects AI bluetooth speaker as experimental reviews,and conducts questionnaires about consumers with online shopping experience.The data is related with the consumer perception in different contradictory compound reviews.And the paper is exerting SPSS software analyzes and hypotheses the questionnaire.The research results show that:(1)Compared with the valence order of praise-bad review,consumers are more willing to buy the product with the order of bad-praise review.(2)The consumer's willingness to purchase is higher when the time interval is long relative to the time interval is short.(3)Compared with the compound reviews in which the order is bad-praise,the length of the time interval has a greater impact on consumer's willingness to purchase for the compound reviews in which the order is praise-bad.(4)When the consumers' involvement is low,the willingness to purchase of consumer is significantly higher than the involvement is high.(5)When the credibility of the reviewer is low,the willingness to purchase of consumer is significantly lower than the credibility of the reviewer is high.This paper has two innovations: First,most of existing researches focus on the impact of initial reviews on consumer behaviors or a comparative study of initial reviews and additional reviews.This paper conducts a situational experiment from the perspective of contradictory compound reviews and expanded the research framework of original online reviews,and is closer to the actual situation faced by online shopping consumers at this stage.Second,most of the existing research is regarding the characteristics of the review content as the independent variable,mainly to explore the impact of different factors on consumers' purchasing decisions.This paper adds the consumers' involvement and credibility of the reviewer as variables,it is an extension on consumer purchase behaviors.