The Impact of Online Comment Quality on Consumer Purchase Intention, Mediated by Perceived Usefulness

Ping  Wang

ผู้แต่ง

Ping Wang Faculty of Business Administration, Southeast Asia University, Thailand.

คำสำคัญ:

Online Comment Quality, Perceived Usefulness, Purchase Intention, Mediating Effect

บทคัดย่อ

In the era dominated by digital consumption, online reviews have become the core reference for consumers to alleviate information asymmetry in online shopping and make purchasing decisions. Among them, the quality of online comments, as the core measure of the value of comment information, directly affects consumers' judgment and adoption of information, and thus affects their purchase intention. Perceived usefulness, as consumers' subjective perception of the practical value of review information, is considered a key psychological bridge connecting review features and purchasing behavior. This study focuses on the impact of online comment quality on consumers' purchase intention on Taobao platform, and explores the mediating role of perceived usefulness between the two.

The study used literature review, questionnaire survey, and mathematical statistics methods to analyze the questionnaire data using SPSS 26.0 and AMOS 24.0. The results show that the quality of online comments has a significant positive impact on consumers' purchase intention; The quality of online comments has a significant positive impact on perceived usefulness; Perceived usefulness has a significant positive impact on consumer purchase intention; Perceived usefulness plays a partial mediating role between online comment quality and consumer purchase intention. This study improves the theoretical mechanism of the impact of online comment quality on consumer decision-making, providing empirical support and practical reference for e-commerce platforms to optimize comment ecology, merchants to carry out comment management, and consumers to screen high-value comments.

เอกสารอ้างอิง

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