| The gradual development of e-commerce and the continuous improvement of network technology have changed people’s way of life.Now,online shopping has become an indispensable part of most people’s lives.Along with shopping,there are a lot of post-purchase reviews,which form a huge number of online reviews.Online comments come from other unknown consumers in the society.When consumers browse numerous online comments,they actually get information support and emotional support through online social support.Consumers’ trust depends on their subjective belief that the seller can fulfill the transaction obligations,while the perceived risk is the evaluation of the uncertainty in online transaction.When consumers attach more importance to a product or service,their product involvement will also increase.Consumers’ purchase intention is affected by various aspects.In online shopping,social support provided by the Internet,as an external stimulus,will make consumers change their inner cognition after browsing online comments,and finally change their purchase intention.Under such a background,based on the theory of SOR and online social support theory as the theoretical foundation,established on the impact of online reviews on online consumer purchase intention structural equation model,based on a large number of literature research,selected the argument of this article information support and emotional support,mediation variables trust and perceived risk,adjust the product involved in degree,as well as the dependent variable purchase intention,Thus the research hypothesis of this paper is proposed.In this paper,questionnaire survey was used to collect data.A preliminary survey was conducted before the formal survey to test the reliability and validity of the questionnaire and each dimension.After confirmation questionnaire,a formal questionnaire distribution and recycling,the obtained samples of normal distribution test,and then confirmatory factor analysis,inspection measurement model of convergent validity and differentiate validity,again to the overall model fitting,the fitting result is good,the last path inspection,mediation effect inspection and the regulating effect of containing the mediation,The corresponding research conclusions are obtained through the test results.The results show that the information support and emotional support of online reviews can improve consumers’ confidence,and further consumer trust can reduce perceived risk and improve consumers’ purchase intention,and perceived risk has a negative effect on consumers’ purchase intention.Consumer trust mediates between information support,emotional support and purchase intention,while perceived risk mediates only between information support and purchase intention.At the same time,consumer trust and perceived risk have a common mediating effect between information support,emotional support and purchase intention.Finally,product involvement plays a moderating role between consumers’ perceived risk and purchase intention.Therefore,based on the corresponding research results,this paper puts forward specific suggestions and improvements for e-commerce platforms,merchants and users. |
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