Research on the Relationship between Online Reviews and Customer Purchase Intention: The Moderating Role of Personality Trait

摘要

As an important factor that affects customer purchase intention, online review has attracted the attention from both enterprises and researchers.According to persuasion theory, planned behavior theory and regulatory focus theory, combined with the three dimensions of online reviews, we construct a modified model of the influence of online reviews on customer purchase intention, and put forward relevant theoretical assumptions.Based on data from 252 samples, this paper studies the relationship between online reviews and customer purchase intention, and further reveals the moderating effect of personality traits.