中文摘要：

构建在线评论对消费者购买意愿影响因素结构模型，从主客体两个视角探讨其影响因素及相关强度，结果表明，在线评价自身因素和卖家因素是消费者最能够直接接触或感知的因素，也因此对消费者的购物决策影响最大；接收者自身购物经验和购物方式、同类商品在不同网站的在线评价/口碑因素，对于消费者购物意愿的影响也非常显著；卖家因素对购买意愿的影响可以细化为卖家实时沟通、卖家整体信誉、卖家售后服务及卖家评价反馈程度的影响，且解释系数均在0.9以上；同类商品评价可用二级指标同类商品数量、同类商品质量和同类商品效价来解释。因此，在实践中应关注卖家自身、接收者自身、在线评价本身、同类商品评价及评价者因素对消费者购买意愿的影响，积极引导消费者购物行为。

英文摘要：

The authors establish the structural model for the influence of online evaluation on consumer purchase intention and explore the influencing factors and their degree of influence from both the subject and object aspects.It is found that:online evaluation and the factor of sellers are the most important influencing factor that consumers can directly contact and perceive,and they have the most great impact on consumer decision-making;receivers’shopping experience and pattern of shopping,and online evaluation and public praise of the same commodity on different websites will have significant impact on consumer purchase intention;the impact of sellers related factors on purchase intension can be divided as the impacts of sellers’real time communication,overall credit,after sale service and evaluation feedbacks,and the explanation coefficient of them are all over0.9;and evaluations of commodity belonging to the same class can be explained by such second level indicators as quantity,quality and estimation of commodity belonging to the same class.In practice,we should pay more attention to the impact of sellers,receivers,online evaluation,evaluation of commodity belonging to the same class,and evaluators on consumer purchase intension,and guide consumer purchase behavior.