Abstract

Network provides a more convenient and fast environment for consumers to shop online and share their shopping experience.With the rapid development of online shopping，increasingly importance has been attached to online reviews.Online reviews become the important factors that affect consumers' purchasing decisions.Online reviews can significantly improve consumer evaluation of online retailers，and also can harm reputation of online retailers.The relationship between online reviews and consumer purchasing behavior has been widely studied.However，little field research has been carried out on the generation mechanism and influencing factors of online reviews.Using text analysis and questionnaire survey methods，we explore the structure of sentimental orientation and its relationship with content attribute in online reviews. Then，this thesis analyzes the influence of motivational factors，satisfaction，materialism values and machiavellianism personality on sentimental orientation in online reviews.Based on theory of planned behavior，this paper investigates the influence of existing experience on the decision of subsequent online reviews.Through the above research work，the main conclusions are reached as following：

（1）The sentimental orientation of online reviews has two dimensional structure of mood，including positive sentimental orientation and negative sentimental orientation.Positive sentimental orientation mainly refers to the consumer expressions in online reviews，such as “satisfactory”，“love”，“content”，“pleasant”，“excited”，“calm” and “expect”.Negative sentimental orientation mainly refers to the consumer expressions in online reviews，such as “disappointed”，“angry”，“regret”，“boring”，“sad”，“depressing” and “regret”.Our results show that two-dimensional structure of sentimental orientation in online reviews has good reliability and validity.Based on this model，text analysis gains access to effective text information of online reviews.

（2）The content of online reviews is the rational side of comments. Consumers focus on the core value of product，service efficiency，promotions and benefits，and appearance perception in online reviews.The core value of product includes product quality and performance，cost performance，and the extent of consumer demand.Service efficiency includes convenience of after-sales service，service quality of customer service and courier.Promotions and benefits includes promotion methods，such as gifts and coupons，discount and the price difference between online and offline store.Appearance perception includes product packaging，shape perception and brand awareness. Further test results indicate that the four factors structure of online reviews content has good reliability and validity.In the process of marketing，the quality of the goods and services should be viewed as the primary factor for online shopping.Online retailers should understand the needs of the consumers in different ways，such as pre-sale communication.

（3）Consumer attention of content attribute affects the sentimental orientationof online reviews.After controlling for satisfaction and demographic variables，consumer attention of core value of product，appearance perception，service efficiency have significant positive effect on positive sentimental orientation.Consumer attention of core value of product has a significant negative effect on negative sentimental orientation.Consumer attention of promotions and benefits has a significant positive effect on negative sentimental orientation. These conclusions suggest that promotions and benefits can't effectively motivate consumers make positive reviews and reduce negative reviews.Quality of products and services is the foundation of the online marketing.

（4）Online reviews motivation plays a moderating role in the relationship between satisfaction and sentimental orientation.Satisfaction of online shopping has a significant positive effect on positive sentimental orientation and a significant negative effect on negative sentimental orientation.Among online reviews motivations，sharing feelings has an enhanced effect on the relationship between satisfaction and positive sentimental orientation.Self enhancement has an enhanced effect on the relationship between satisfaction and negative sentimental orientation.In management of online reviews，money and material rewards have certain effect on consumer positive sentimental orientation.Meanwhile，it's better to encourage consumers to sharing feelings in online reviews.

（5）Materialism values and machiavellianism personality have significant negative effects on the satisfaction of online shopping.Satisfaction of online shopping has a significant effect on sentimental orientation of online reviews.Satisfaction plays a complete role in the relationship between materialism values and positive sentimental orientation，and plays a partial role in the relationship between materialism values and negative sentimental orientation.Satisfaction plays a partial role in the relationship between machiavellianism personality and positive sentimental orientation，and plays a complete role in the relationship between machiavellianism personality and negative sentimental orientation.These results suggest that it is important for online retailers to make consumer social and psychological character segmentation.

（6）There is a significant difference in empathy among different genders，and there is no significant difference in online commentary emotional inclination and consumer satisfaction.There was a significant positive correlation between satisfaction and positive online commentary.There was no significant correlation between satisfaction and empathy.Empathy has the regulating effect between consumer satisfaction and negative semtimental orientation.

（7）Existing experience has an impact on the intention of subsequent online reviews.Based on the theory of planned behavior，sentimental orientation of online reviews has influence on behavioral attitudes，subjective norms and perceived behavioral control，which affects intention of online reviews. Positive sentimental orientation of online reviews has a significant positive effect on subsequent review intention，and negative sentimental orientation of online reviews has a significant negative effect on subsequent review intention.Behavioral attitudes，subjective norms and perceived behavioral controlplay complete roles in the relationship between positive sentimental orientation and subsequent review intention，and perceived behavioral control has the strongest mediating effect.On the other way，perceived behavioral control plays a complete role in the relationship between negative sentimental orientation and subsequent review intention.

（8）The number of online reviews and emotional tendencies can significantly influence consumers' purchase intention，social exclusion has no moderating effect between the number of online reviews and purchase intention.Social exclusion has the moderating effect between emotional tendencies and purchase intention.It puts forward research and improvement suggestions from consumers，e-commerce and market.It provides more available information for consumers online shopping and e-commerce online services，and guide the green and healthy development of shopping consumer market.

（9）In the purchase intention，the main effect of the total number of comments is significant，and the number of total comments is significantly higher than the total number of comments is small.The main effect of favorable rates is significant，and the rate of praise is significantly higher than the positive feedback rate is not so high.The interaction between the total number of reviews and the positive rate is significant.Under the condition that the total number of reviews is very small，the rate of favorable reviews and the low rate of positive feedback are not so different from the influence of consumers' purchase intentions.In the case of a large number of reviews，the high praise rate and low praise rate have a great influence on the consumers' purchase intention.Among them，the total number of reviews and the favorable rate are very high.Self-acceptance has the significant regulatory effect between favorable ratings and purchase intention，but has no significant vegulatory effect between the total number of reviews and purchase intention.