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1、AbstractWiththepopularizationoftheInternetandthedevelopmentofthemobileInternet,onlineshoppingisbecomingthemainstreamofconsumptionform.DuetothevirtualnatureoftheInternet,consumersmainlyrelyontheword-of-mouthtogaininformationofthecommoditiesandevaluate
2、it.Onlinereviewisanimportantformofwordofmouth,whichiswidelystudiedbymanyscholars.Intheprocessofpurchasing,onlinereviewsplayanimportantrole.Therefore,theresearchontheonlinereviews’impacttotheconsumers’purchasingdecisionisoftheoreticalimplication,and,i
3、tisalsoofenlightenmenttotheenterprisemanagersandmarketingpersonnel.Thispaperconsistsofthreepartsasfollows.Firstly,itestablishestheresearchframeandputsforwardtheresearchhypothesesbasedontheliteratureresearch.Onthebasisofthepredecessors'research,thispa
4、perexpoundstherelatedtheoryofthewordofmouth,Internetwordofmouth,onlinereview,attitudeofconsumersandherdbehavior.Meanwhile,thispapercombesfivekindsofclassicalconsumers’purchasingdecisionmodelfromtheangleofconsumerbehavior,andestablishedtwopsychologica
5、lroutesbasedontheELM,whicharethecentralrouteandtheperipheralroute.Thispaperbuildsuptheresearchframeandputforwardthehypotheses:themodelofonlinereviews’impactontheconsumers’purchasingdecision.Secondly,basedonthesurveyresearch,itcollectsandanalyzestheda
6、ta.Summarizepreviousstudiesofthevariablesinscale,shapethedraftofthequestionnairebyasmall-scaleinterview,whichcanmodifythephraseology.Then,itteststhereliabilityandvalidityofthedraftbyusingSPSS19.0.Afterthetest,itweedsouttheindicatorsthatdoesnotaccord,
7、shapingthefinalquestionnaire.Next,theauthorissuedthequestionnairebyonlineandoffline,andtotallycollected235piecesofquestionnaireinvalid.Aftercollectingthedata,thispaperusesAMOS17.0todothetestdistributionandexploratoryfactoranalysis,establishesstructur
8、alequationmodel,modifiesthemodel,andteststhemoderatingeffectoftherecipient'sprofessionalcapacityandthedegreeofinvolvementbyusingthemethodofhierarchicalregressionanalysis.Finally,itIII万方数据makestheempiricalconclusions.Theresultsareasfollows:Inthecentra
