With the promotion and improvement of e-commerce shopping platforms, the online review information posted by users has become a key factor affecting consumers’ purchase preferences. The KAB(knowledge attitude behavior) theoretical model was used to construct the influencing mechanism of consumers’ purchase preference based on online reviews, and the experimental method was used to analyze the mechanism of perceptual diagnosis and product type in the whole framework. The results show that the credibility, richness and word-of-mouth of online reviews have a positive effect on consumers’ purchase preferences, and perceptual diagnosis plays a mediating role between online reviews and purchase preferences, and product type plays a moderating role in the influence of online reviews on perceived diagnosis and purchase preference.

online reviews  /  consumer purchasing preferences  /  perceptual diagnostic  /  the type of commodity  /  KAB(knowledge attitude behavior) theoretical model