在线评论与图片对消费者购买意愿的影响

The Impact of Online Reviews and Pictures on Consumers’Purchase Intention

随着互联网的飞速发展,OTO模式日益受到商家的青睐,然而,商家展示的在线评论和图片信息的效果却鲜有人知。基于相关文献,构建在线评论和图片质量与购买意愿的理论框架和研究假设,并基于有效问卷进行假设检验,研究结果表明,在线评论与图片信息能有效提升顾客感知价值,进而影响消费者购买意愿;在享乐型消费中,图片信息对感知价值的影响要大于其在实用型消费中的影响。因此,商家应充分运用在线评论与图片信息,刺激消费者的购买意愿,达到良好的营销效果。研究结论扩展了在线消费决策理论,对电商企业有效信息传播具有借鉴意义。

With the rapid development of the Internet,the OTO model is increasingly favored by businesses.However,the effects of online reviews and picture information displayed by businesses are rarely known.Based on relevant literature,a theoretical framework and a research hypotheses for online reviews,picture quality and purchase intention are constructed and a hypothesis testing is conducted based on valid questionnaires in this paper.The result shows that online reviews and picture information can effectively improve customer perceived value and then affect consumers’purchase intention.In hedonic consumption,the impact of picture information on perceived value is greater than its impact on perceived value in utilitarian consumption.Therefore,businesses should make full use of online reviews and picture information to stimulate consumers’purchase intentions in order to achieve good marketing results.The research conclusion is beneficial to the expansion of the theory of online consumption decision-making and can be used as reference for the effective information dissemination of ecommerce enterprises.