Analysis of the Effect of Online Reviews on Consumer Intention

Zhecheng Qi

《Frontiers in Economics and Management》 2卷4期 (2021/04) Pp. 90-98

https://doi.org/10.6981/FEM.202104_2(4).0013

摘要

The network has become an inseparable part of people's life in the internet era, and comments of internet have gradually made an important external factor influencing consumers' decisions, which have become an important factor on consumers' online purchase decisions. However, the current research is not mature, and further research is needed. In this study, firstly, by referring to domestic and foreign research literature on the factors that online comments affect consumer behavior, the current research status and results on such issues are found out, and the research hypothesis and model of this paper are proposed. Then combined with the relevant literature of previous studies, based on the TAM model, an online questionnaire on the influence of comments on consumers' purchasing behaviors was designed, and questionnaire was conducted to gather data. On the basis of questionnaire collection, SPSS19.0 data analysis software was used to conduct descriptive analysis of samples and variables, validity and reliability analysis, correlation and regression analysis. The results show that both the quantity and quality of online comments have significant impact on purchasing behavior, and perceived ease of use and perceived usefulness as mediating variables also have an impact on consumer behavior. Finally, the article puts forward relevant suggestions from these three aspects to promote merchants to make use of online comments for marketing.

關鍵字

Consumer ； Online Shopping ； Online Reviews ； Consumer Behavior Intention ； TAM Model

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