The Impact of Online Comments on Tourists' Purchase Intention

The research on consumers' behavior is not only the basis of marketing but also inseparable to enterprise's decision. Due to the prevalence of online shopping, most tourists will learn about products through the network by scanning lots of reviews. In this paper, the design of the model which can reply the impacts of online comments on tourists' purchase intention is based on analyzing of the theory and relevant literatures about tourists' behavior and purchase intention. By distributing the questionnaires and collection the data of college students' behaviors and wills in online shopping process, the author uses SPSS to analysis and finally draws a conclusion that the direction and quantity of the comments have a significant impact on the tourists' purchasing decisions. At the meantime the number of negative comments and the significance of the information are the Key factor to tourists' purchasing intention.