Research On The Influence Of E-commerce Questions And Answers On Purchase Intention

In the virtual network environment,the development of online shopping has been affected by information asymmetry.Merchants and consumers have unbalanced product information,and merchants are often in an advantageous position.If the customer only evaluates the product through the information provided by the merchant,which will lead to great uncertainties.In order to reduce the impact of information asymmetry,consumers search for product information through various channels,in which online reviews play an important role.However,online comments have their own drawbacks,such as unclear content and information overload.In recent years,major e-commerce platforms have added Q&A systems to their original online comment systems.Consumers can have two-way communication by asking and answering questions.Although the Q&A system is similar to online comment,it has obvious self-characteristics in the form of information transmission and expression.While Q & A system has been adopted by most e-commerce platforms and consumers,we know little about how it affects consumer behavior.In the process of online shopping,since buyers are faced with numerous adverse possibilities,they tend to overestimate the probability of potential losses,even if the probability of such losses is low(Kahneman and Tversky,1979).And consumers’ willingness to buy will decline.Antheunis et al.(2010)proposed that an effective way to reduce uncertainty is information search.Using the e-commerce Q&A system,consumers can ask other buyers questions about products they are interested in,so as to accurately obtain the product information they are concerned about.The information helps to reduce consumers’ uncertainty about the product and help them make a correct purchase decision.Therefore,we believe that e-commerce Q&A may affect purchase intention.After sorting out relevant literature such as online Q&A,online communication,online market uncertainty and purchase intention,this paper explores the influence mechanism of e-commerce Q&A characteristics on purchase intention.This paper takes consumers who have used or browsed the Q&A system as the research object,and adopts the method of questionnaire survey to collect data.Then,we use SPSS 22.0 and Amos 22.0 to process and analyze the data,including: descriptive statistical analysis,reliability and validity analysis,structural equation model,hierarchical regression model,etc.,in order to test the main effect,mediating effect and moderating effect among variables.The results show that: the personalization and bidirectionality of ecommerce Q&A have a significant negative impact on product quality and fit uncertainty.Product quality and fit uncertainty have a significant negative impact on purchase intention.Product quality and fit uncertainty play an intermediary role in the personalization,bidirectionality and purchase intention of e-commerce Q&A.Product familiarity positively moderates the relationship between product fit uncertainty and purchase intention.