The Research On Online Video Review And Its Impact On Customer Purchase Intention

With the development of Internet,people's lifestyle has changed greatly,and it also promotes the efficiency of social operation.Online shopping,which raised with the development of Internet,is changing the customers shopping behavior greatly.The virtual basis of online shopping and the imbalance of information between customer and online shopping,platform hinder the customers' ability to access information regarding the target product,which negatively affected the customers willingness of purchasing.As a supplementary source of product information,online customer reviews have attracted great attention and investment from online shopping platforms.Due to the low speed of internet connection,online customer reviews only exist in text and picture formats.In recent years,the development of connection technology enables online shopping platforms to add in online customers reviews in video format.The platforms have also taken some measures to encourage consumers to contribute video comments.At the same time,the academic community gradually see the importance of research on the impact from online customer reviews on customer behaviors.However,the research in this area is insufficient when compared with the research on text and picture based reviews and hence further research and investment is sought.This thesis mainly studies the influence of online video reviews on consumers' purchase intention.The research model was formed through summarizing the previous research on online customers review and its impact on customers purchase intention,refer other research on text and picture based on line reviews and utilize Stimulus-Organism-Response(S-O-R)theory as well as Theory of Reasoned Action(TRA).Then through the questionnaire based data collection,the thesis demonstrated the mechanism that online video reviews can affect consumers' purchase intention by influencing perceived risk and perceived trust of video reviews,and compared the impact of text and picture reviews based on the adjustment variable of comment valence.The research result pointed out that online video reviews have significant influence on consumers' purchase intention.The contribution of this paper is that it extends the research of online word-of-mouth and consumers' purchase intention from the previous text and picture based reviews to the field of video based reviews.At the same time,it has important reference value.This paper demonstrated the importance of online video reviews,and also provides some reference and guidance around how to optimize the consumer review system of online shopping platform's and online marketing scheme.