Research On The Influence Of Online Initial Review And Follow-up Review On Consumer Purchasing Intention

In the context of virtual network,products or services are complicated,with uneven quality and price,and the risk of uncertainty is higher and higher.Online reviews play a facilitating role in distinguishing fake from true,stimulating purchase intention and prompting consumers to make purchase decisions.Online reviews are divided into online initial reviews and follow-up reviews,which are both opposite and unified.It is obviously limited to discuss differences and their impact on sales volume and purchase intention only.Therefore,it is necessary to bring online initial review and follow-up review into the same analytical framework,and explore the internal correlation between the two reviews and their impact on consumers’ purchase intention.Through combing relevant literature,the concept of fit degree is introduced to analyze the fit degree of initial online reviews and follow-up reviews of the same consumer in terms of emotional color and product or service quality,logistics efficiency,after-sales service level and other aspects.Based on dual processing theory,attribution theory and five-stage model of consumer purchase decision,this paper focuses on the influence of online initial review and follow-up review fit on consumers’ purchase intention.By the method of experimental situation,according to the positive and negative values and the degree of fit,the fit degree of initial online review was divided into four dimensions.Two groups of experiments were designed.The results of experiment 1show that online initial follow-up reviews have a significant impact on consumers’ purchase intention,and online initial follow-up reviews with a high positive fit have the most significant impact on consumers’ purchase intention.Among the four paths,perceived usefulness plays a mediating role in the relationship between online initial reviews with low negative fit and consumers’ purchase intention.The results of Experiment 2 showed that: on the one hand,the results of experiment 1 were confirmed again;On the other hand,confirmed product attribute dominance plays a moderating role in the relationship between online initial review fit and perceived usefulness.In the case of negative fit,the online initial review with high(low)negative fit had the strongest(weak)perceived usefulness,regardless of whether the product’s utilitarian attribute dominated or hedonic attribute dominated.In the case of positive fit,the perceived usefulness of online initial reviews with low positive fit was stronger than that of online initial reviews with high positive fit,while the perceived usefulness of online initial reviews with high positive fit was the opposite.The research conclusion can help e-commerce platforms and merchants understand the impact of online initial review and follow-up review on consumers’ purchase intention,provide consumers with higher-value information,reduce perceived risks,promote their purchase decisions,improve product sales,and lay a foundation for the sustainable development of merchants in the future.