Research On The Influence Of Social Media Review On Consumer Innovation Adoption Intention

With the popularity of the Internet and the rapid rise of social media platforms,online reviews have a new source and dissemination channel.Product review within social media platforms is gradually gaining attention from consumers as an important expression of electronic word-of-mouth.It has been shown that consumers usually check product information and user reviews on social media before making purchase decisions.Innovation,an important product category for companies,is often characterized by high price,low consumer awareness,and lack of mass diffusion,which makes consumers more likely to look for relevant product information on the Internet.Therefore,the impact of social media reviews on innovation deserves to receive attention.Although there are many previous studies on the influence of product reviews on consumer behavior,most of them focus on e-commerce platforms to study the influence of product reviews on consumers’ product attitudes or purchase intentions;At the same time,previous studies on innovation adoption and information adoption are relatively independent and have few intersections,and few studies have considered them in one theoretical framework.Therefore,how the review information has an impact on innovation adoption needs further study.Social media reviews have a profound impact on corporate product design and marketing,and consumer needs and attitudes for folding screen phones need further clarification.Therefore,it is necessary to explore the impact of social media platform reviews on consumer innovation adoption intention and the mechanisms by which they function,and to conduct more focused research on the adoption and diffusion of innovations.Folding screen mobile phones are gradually moving and expanding to new markets as products with significant changes in the appearance and functionality of mobile phones.Therefore,combined with the concept of innovations,this paper selects folding screen mobile phone as a representative of innovations to study how social media product reviews have an impact on consumer innovation adoption intention.This study combines theories related to innovation adoption and information adoption,conducts text analysis(word frequency analysis and sentiment analysis)on real social media platform reviews,obtains review content characteristics and review source characteristics,and constructs a model of the influence of social media product reviews on consumer innovation adoption intention.The empirical study uses a situational experimental approach to simulate realistic social media platform reviews and user homepages for variable manipulation.The study uses a 2(review quality:high review quality/low review quality)X 2(review valence:positive/negative)X 2(review publisher professionalism:high review publisher professionalism/low review publisher professionalism)between-subjects design to conduct a situational experiment on the subjects.The experimental results show that:(1)The review quality,review valence,and reviewer publisher professionalism on social media platforms can significantly affect consumer innovation adoption intention.(2)In positive reviews,review quality significantly influences consumer innovation adoption intention,mediated by perceived usefulness and perceived credibility.(3)In positive reviews,reviewer publisher professionalism significantly influences consumer innovation adoption intention,mediated by perceived usefulness.(4)Review valence significantly influences consumer innovation adoption intention,mediated by perceived risk.(5)Consumer innovativeness as a personal characteristic significantly affects consumer innovation adoption intention.The conclusions of this study can help companies further understand ways to enhance the impact of product reviews,especially in the context of social media.Specifically,this study can provide a basis for how companies can manage and market innovation reviews more efficiently and economically with limited resources.In particular,for innovations such as folding screen mobile phone,the relevant conclusions drawn in this paper have practical guidance for the companies concerned to better understand changes in market and user needs,identify consumer innovation adoption intention,grasp the itch and pain points of user needs,and conduct targeted social media online marketing and promotion.