Research On The Influence Of Online Comment Structure On Customers’ Purchase Intention

In the context of online shopping,online reviews,as an important form of online word of mouth,are the subjective consumption experiences and feelings expressed by consumers after consuming products or services.Many e-commerce platforms have gradually improved their online comment systems and added additional comment functions,allowing consumers to make comments again within a certain time after making their initial comments,so as to better meet consumers’ demand for information related to products or services.Since additional comments are usually the experience of consumers after using products or services for a period of time,it is believed that having a deeper understanding of the products purchased and the services provided by the merchants is of greater reference value than the initial comments.The pair of initial comments and additional comments published by the same commenter can more easily find the similarities and differences between the former and the latter,and is more useful for consumers to make purchase decisions.The current research on contradictory online reviews focuses on the contradiction of initial reviews,but in reality,there may be a mixture of positive reviews and negative reviews in pairs of initial reviews and additional reviews.The first comment and the additional comment are contradictory.Few scholars have studied how the contradictory attitude of consumers changes,and then how it will affect consumers’ perceived risks and perceived usefulness,and what kind of impact it will have on their purchasing intentions and behaviors,but it is precisely the problem that potential consumers are actually facing.Therefore,this study takes the contradictory initial comments and additional comments as the research object,and explores the influence of online commentary structure on consumers’ purchase intention through the perspective of consumer contradictory attitude.It mainly focuses on three issues:First,how do the contradictory online initial comments and additional comments affect consumers’ contradictory attitudes? Second,how the initial comments and additional comments of contradictions affect consumers’ willingness to purchase ? The third is how the contradictory attitude plays a regulatory role in the process of the impact of contradictory online commentary on purchase intention.Using scenario experiment method,simulation experiment was conducted and questionnaires were collected.SPSS21.0 was used to analyze the data,and the following conclusions were drawn:(1)The structure of initial comments and additional comments will have a significant impact on the contradictory attitudes of consumers.Consistent initial comments and additional comments will reduce the contradictory attitude of consumers,contradictory initial comments and additional comments will strengthen the contradictory attitude of consumers,and whether online comments are contradictory or not has differences in the change value of contradictory attitude.(2)Different structures of initial comments and additional comments have significant differences in the impact on perceived risks.In the conflict group,the impact of positive-negative contradictory online comments on perceived risks is higher than that of negative-positive contradictory online comments on perceived risks.In addition,in the influence of online comment structure types on perceived risks,contradictory attitudes have a significant moderating effect.(3)There are significant differences in perceived usefulness due to different structure types of initial comments and additional comments.Positive-negative contradictory online comments have higher perceived usefulness in the contradictory group.In addition,contradictory attitudes play a significant role in adjusting the effects of initial comments and additional comments on perceived usefulness.(4)Perceived risk has a negative impact on consumers’ purchasing intention.(5)The perceived usefulness of positive-negative contradictory online reviews and negative-negative consistent reviews has a significant negative impact on purchase intention.The perceived usefulness of negative-positive contradictory online reviews and positive-positive consistent reviews has no significant positive effect on purchase intention.Finally,according to the above conclusions,this paper puts forward constructive suggestions to online shopping platforms and online merchants in order to better manage and utilize online review information.