The Impact Of Online Review Variance Of New Products On Consumer Behavior

With the rapid development of e-commerce,whether it is shopping,eating,travel or entertainment,the traditional offline channels have been completely tilted towards online channels.The widespread use of online media and consumer reliance on online word-of-mouth has led to a dramatic increase in user-generated content,which can easily generate a large amount of inconsistent commentary(positive and negative reviews),and even these reviews are polarized.On the one hand,these inconsistent comments have caused consumers to make decision-making problems.Consumers cannot decide whether the product is worth buying.On the other hand,it also causes confusion for the judgment of the company.In the past,most of the research on the inconsistency of comments was based on existing products,and few new products were considered.But in fact,because consumers know little about new products,early user comments are particularly important when making purchasing decisions.So what impact does the early inconsistency of new products have on consumer behavior? Previous studies have not yet reached a unified conclusion.Based on the unique perspective,this study first explores how the phenomenon of inconsistent comments affects consumers' perception of the uniqueness of products,while considering the regulatory role of product attributes,and then exploring the uniqueness.The role of demand in regulating the impact of inconsistencies on consumers' willingness to purchase behavior,and verifying the mediating role of uniqueness perception in this process.In this study,five experiments were designed.Through the questionnaire survey method,the paper analyzes the different inconsistency variables,how the inconsistency of comments affects the unique perception and purchase intention,and draws the following conclusions: First,for new products,Compared with the distribution of consistent online comments,the inconsistent distribution of online comments is more stimulating the perception of uniqueness of consumers.Second,for new products,the distribution of online comments with inconsistent horizontal attributes is more consistent than the distribution of online comments compared to vertical attributes.It can stimulate consumers' unique perception;thirdly,unique perception plays a mediating role in the influence of inconsistency on consumers' willingness to purchase.For consumers with high unique demand,the inconsistent distribution of online comments can stimulate their unique perceptions and thus increase their willingness to purchase.For consumers with low unique demand,the inconsistent distribution of online comments can stimulate their uniqueness.Sexy,and then reduce the willingness to buy.According to the conclusions of the research,compared with previous studies,this study has certain research contributions to the field of online review inconsistency research.This study extends the scope of online review inconsistency,extends the study of pre-variables of unique sexual perception,provides a new interpretation of the contradictory phenomenon of previous inconsistent research results,and further refines the unique perception of positive effects on consumption.The necessary conditions for the behavior of the person.In addition,this study also has certain practical significance.The results obtained provide an operational plan for companies to develop new products and develop appropriate marketing strategies to provide scientific advice for consumers to make reasonable purchasing decisions.