Research On The Influence Of Online Question-and-answers Of E-commerce On Consumers’ Purchase Intention

The rapid development of Internet technology has brought great convenience to people’s life.With the continuous development of e-commerce industry,the ways of promotion activities are becoming more and more abundant.Many consumers choose to shop through the Internet.The virtuality of the network makes consumers unable to truly touch the product and feel the quality of the product.Therefore,consumers will remain skeptical of the product and worry about risks such as product,time and after-sales.As an important way of word-ofmouth,online comment is often referred to by people to make decisions.However,with the increasing increase of online comment information and the quality of comments is often interfered by businesses,consumers need to spend a lot of time looking for useful information and energy.The new question-and-answer feedback mechanism of "asking questions to existing buyers" can help consumers quickly obtain information and provide information support for users to make purchase decisions.Based on this,this thesis explores how ecommerce online Q&As affects consumers’ purchase intention by studying various attributes,and puts forward guidance and suggestions for e-commerce platforms,merchants and consumers.Based on SOR(stimulus-organic-response),this thesis explores the relationship between online question-and-answer of e-commerce and purchase intention.With the help of relevant research,the characteristics of the respondents(the credibility of the respondents)and the content characteristics(the quality of the answers,the consistency of the answers,the emotional tendency of the answers,the individuation of the answers)of the e-commerce questions are taken as external stimuli,and the perceived usefulness and perceived risk are taken as the state of the consumers.Using the reference price theory,price promotion is used as the regulating variable to construct a complete theoretical model.Sample data were obtained through questionnaire survey.SPSS and AMOS were used to analyze the valid data,so as to explore how online questions and answers affect consumers’ purchase intention.Whether perceived risk has mediating effect and whether price promotion has moderating effect.Finally,the proposed hypotheses are verified and conclusions are drawn.The results show that the reliability of respondents,the quality of answers,the consistency of answers,the emotional tendency of answers,and the individuation of answers all have positive effects on the purchase intention of consumers.Content features of online question-and-answers have positive effects on perceived usefulness,but negative effects on perceived risk.Perceived usefulness and perceived risk play mediating roles between content characteristics and purchase intention.5 independent variables and dependent variables are moderated by price promotions.Finally,based on the empirical analysis results,this thesis explains the phenomenon of the valid hypothesis and the causes of the invalid hypothesis,and provides certain guiding suggestions for e-commerce platforms,merchants,and consumers.