Research on the Impact of Online Comments on Consumers' Willingness to Purchase Domestic Brands

With the rapid development of the Internet, the scale of online shopping has gradually increased, and with the expansion of the online shopping market and the impact of the epidemic, consumers' main reference information in online shopping has gradually turned to online reviews. Based on this background, this paper takes the SOR model as the basis, divides the dimensions of online reviews and uses them as independent variables, takes domestic brand identity as the mediator, and consumers' purchase intention as the result variable, and constructs the influence model of online reviews on consumers' purchase decisions of domestic brands. The results show that consumers' purchase intention of domestic brands is positively affected by the quality, quantity and professionalism of reviews, and domestic brand identity plays a partial role as an intermediary. However, the comment potency did not play a significant role.