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Abstract

With the rapid development of network technology, online shopping has been constantly growing, and how to make better use of the dissemination effect of online comment has become an imperative and practical issue. Based on review of the existing literature, this paper established the theoretical research model and used the literature research and empirical research combined method to analyze the impact of online comment on purchase intention of college student consumers under online shopping. The research results indicate that the quantity, quality, valence and timeliness of online comments exert a significant impact on the purchase intention of college student consumers.

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