The Impact Of Online Question Answers And Online Reviews On Consumers' Purchase Intention Based On Inquiry Learning Theory

In recent years,major e-commerce platforms at home and abroad have carried out reform and innovation in order to improve consumers'shopping experience.They have launched the function of "asking consumers who have already purchased",which has attracted the attention of scholars as a new type of "user-generated content".Through literature review and analogy with online reviews,this paper defines the online question-and-answer behavior of potential consumers asking questions of purchased consumers as"inquiry learning",which is included in the theoretical framework of electronic word-of-mouth,attempts to improve the traditional word-of-mouth theory,further tests the influence of inquiry learning on consumers' willingness,and finally uses Ganger causality test to explore the causal relationship between the two.The core research content of this paper is divided into two parts:The first part is the research examining the influence of inquiry learning behavior on consumers' purchase intention.This paper constructs an influence relationship model by browsing relevant literature,introduces product involvement as a moderating variable,uses the real data of Amazon.com e-commerce shopping website,uses multiple linear regression model for comparative research,and verifies the relevant hypothesis about the influence of inquiry learning behavior on consumers' purchase intention.The second part explores the relationship between online reviews and inquiry learning behavior.Based on the results of the first part,it is found that there is a correlation between inquiry learning and online reviews.The unit root test,co-integration test and Granger causality test are used to explore the causal relationship between inquiry learning and online reviews by using time series data.In the first study,the usefulness of inquiry learning has a positive impact on consumers' purchase intention through empirical evidence.The influence of depth of inquiry learning on consumers' purchase intention is moderated by product involvement.For products with high involvement,consumers' purchase intention decreases with the depth of online question-answering of inquiry learning.On the contrary,for products with low involvement,consumers' purchase intention increases with the depth of online question-answering of inquiry learning.Through a series of tests,the second study confirmed that there was a co-integration relationship between inquiry learning and online reviews,and inquiry learning was the cause of online reviews.Through two parts of the research content,this paper expands the theoretical framework of word-of-mouth,clarifies the relationship between inquiry learning and online reviews,and verifies that inquiry learning,as an emerging variable,has a significant impact on consumers' purchase intention.In practice,this paper provides some decision-making basis for e-commerce platforms and merchants to improve product sales by using inquiry learning.