Yu Liping;Xia Zhijie;Wang Bingbing
In order to understand the main online comments on consumer purchasing decisions of the network,the theory of planned behavior,perceived risk theory,technology acceptance model theory and online shopping consumer experience effects on behavior model based on the construction of online reviews,online review on consumers' purchasing decision main influence factors of structural equation model of motivation,and puts forward some assumptions,the data acquisition,data were analyzed by AMOS21.0 software,the model and assumptions for empirical research,statistical analysis showed that:consumer website,online comments,number of online reviews quality online comments receiver professional ability,online review recipient involvement,perceived risk of online comments receiver influence consumer online purchase intention,time-dependent effect online critics credit and online comment is not significant.Based on this,this paper discussed the results,and put forward the proposal to the consumer and business marketing.