Different Types Of Online Review Effects On College Students’ Purchase Intention: A Mediated Moderation Model

The rapid development of Internet and mobile technology has had a profound impact on people’s lives.Mobile e-commerce is gradually occupying the market because of its advantages.Statistics show that from 2016 to 2020,the proportion of mobile shopping users in online shopping users is increasing,reaching 781 million.China’s e-commerce transaction volume,mobile payment transaction scale ranks first in the world.As the main source of information for consumers to judge the quality of goods and business services,the importance of online comments goes without saying.The process of consumers viewing online reviews is actually the process of evaluating and adopting information.People’s willingness to adopt information will also change with the change of information.The information adoption model points out that information quality and source credibility affect the willingness to adopt information through different paths,and people are more willing to adopt high-quality and high-credibility information.Based on the information adoption model,this paper examines the impact of online reviews types(different description types/different time intervals)on the purchase intention of different types of commodities through two studies.At the same time,combined with the consumer purchase decision model,information adoption intention was introduced as the intermediary variable,and then the influence mechanism of online reviews types on the purchase intention was explored.In the first study,a total of 102 college students participated in the simulated shopping experiment through mobile phones.The description type under the dimension of information quality is selected as an independent variable,and a between-group experimental design is adopted in which online reviews description type 2(information/emotional)× commodity type 2(material/experiential)is used.The results show that the main effect of online reviews with different description types is significant,that is,the purchase intention under informational reviews is slightly stronger than that under emotional reviews;Informational reviews have a greater impact,while emotional reviews under experiential products have a greater impact.Subsequent tests verified that in the process of online reviews description type affecting purchase intention,product type plays a moderating effect,and information adoption intention plays a mediating role.In study 2,on the basis of study 1,the description type of reviews was taken as the control variable,and the time interval under the credibility dimension was selected as the independent variable.The intergroup experimental design of online reviews interval 2(short/long)× commodity type 2(material/experiential)was adopted.A total of 112 college students participated.The results show that the main effect of online reviews at different time intervals is not significant,that is,the time interval of reviews has no relationship with the information adoption intention and purchase intention.There is a significant interaction between the time interval of reviews and commodity type,that is,long time interval of reviews for material goods has a greater impact,while short time interval of reviews for experiential goods has a greater impact.The follow-up test verifies that the product type plays a moderating effect and the information adoption intention plays a mediating role in the process of the influence of online reviews interval on purchase intention.On the basis of previous studies,this paper verifies the influence of online review types on purchase intention and its internal psychological mechanism,which provides a new idea for Internet marketing and has certain practical value.