An Empirical Investigation of the Online Commentary Behavior Dynamics Based on the Marginal Utility Theory

2.1. The Impact of Online Reviews on Purchase Intentions

Chan, Lam, Chow, Fong and Law (2017) based on homogeneity and similarity-attraction theory, whether research commentary titers are positively correlated with consumers' willingness to book hotels; Du, Ding, Xie and Lei (2016) The online review is the research object, and the influence model of online review on consumers' purchasing intention is constructed based on the receiver's professional ability; Gavilan et al. (2018) analyzed the impact of positive and negative comments on the first stage of the hotel booking process; He (2019) based on signal theory and rational behavior theory, using SEM analysis method to construct consumer repurchase intention model under the network word of mouth perspective; Hsu, Yu and Chang (2017) explored online user reviews, regulatory focus and product type pairs The influence of consumers' willingness to purchase and whether they are regulated by perceived fairness; Hong, Zheng, Zhou and Ao (2019) proposed a theoretical model of online review of college students' willingness to purchase based on existing literature; Shan and Zhao (2017) Based on the ELM model, study the interaction mechanism between consumers' own contradictory attitudes and Internet word-of-mouth; Thakur (2018) analyzes the participation of users, especially those who use mobile devices to shop. Online reviews in the role; Zhao et al. (2018) based on the theory of social influence, this paper explores the sources and influences of the influence and value expression of consumers' online comments; Yang, Sun, Lin, Qi and Gu (2018) based on the theory of information communication, constructed a theoretical model of the influence of Internet word-of-mouth on consumers' willingness to purchase books.