Online Review Impact on Heterogeneous Consumer Purchase Intention Based on Product Category

Based on the product category perspective of search and experience product in B2C platform,this paper introduces regulatory focus theory to explore the effects of online review on heterogeneous consumer purchase intention.The study has shown that online review differently influences customers' purchase intention of different regulatory focus;compared to no difference effect of the negative online review,positive online review effect on the purchase intention of promotion-focused consumers is always higher than the prevention-focused consumers.And difference of purchase intention is the result of different sensitivity of online review to search and experience product;comparing search and experience product,the degree differences of customers' purchase intention of different regulatory focus are at the same level under the online review positive effect,while the purchase intention is in a low level under the online review negative influence.