Effect of Online Reviews on Consumer Purchase Behavior
- 1 School of Management, Guangdong University of Technology, Guangzhou, China
- 2 School of Management, Guangdong University of Technology, Guangzhou, China
- 3 School of Management, Guangdong University of Technology, Guangzhou, China
Abstract
In order to understand the effect of online reviews on consumer purchase behavior, more than 400 Taobao shops’ online reviews are collected. Based on S-O-R model (Stimulus-Organism-Response Model), this paper studies the influence on consumer purchase behavior according to online reviews of experience goods from a new perspective of consumer learning. Using SPSS 19.0 software for data analysis and assumptions, statistical results show that the positive reviews, describing rating, picture reviews, appended reviews and cumulative reviews have an effect on consumer purchase behavior. The moderate reviews, negative reviews, logistics rating and service rating are not significant in the results. Finally, this paper puts forward suggestions and summary.
- iResearch (2014) iResearch Quarter Report [EB/OI]. http://report.iresearch.cn/html/20141105/241068.shtml
- CNNIC (2015) The 35th Statistical Report on China Internet Network Development [EB/OI]. http://news.xinhuanet.com/politics/2015-02/03/c_127453226.htm
- Park, C. and Lee, T.M. (2009) Information Direction, Website Reputation and eWOM Effect: A Moderating Role of Product Type. Journal of Business Research, 62, 61-67. http://dx.doi.org/10.1016/j.jbusres.2007.11.017
- Mudambi, S.M. and Schuff, D. (2010) What Makes a Helpful Review? A Study of Customer Reviews on Amazon. com. MIS Quarterly, 34, 185-200.
- Duan, W.J., Gu, B. and Whinston, A.B. (2008) The Dynamics of Online Word-of-Mouth and Product Sales—An Empirical Investigation of the Movie Industry. Journal of Retailing, 84, 233-242. http://dx.doi.org/10.1016/j.jretai.2008.04.005
- Kumar, N. and Benbasat, I. (2006) Research Note: The Influence of Recommendations and Consumer Reviews on Evaluations of Websites. Information Systems Research, 17, 425-439. http://dx.doi.org/10.1287/isre.1060.0107
- Mehrabian, A. and Russell, J.A. (1974) An Approach to Environmental Psychology. The MIT Press, Cambridge.
- Senecal, S. and Nantel, J. (2004) The Influence of Online Product Recommendations on Consumers’ Online Choices. Journal of Retailing, 80, 159-169. http://dx.doi.org/10.1016/j.jretai.2004.04.001
- Bei, L.T., Chen, E.Y. and Widdows, R. (2004) Consumers’ Online Information Search Behavior and the Phenomenon of Search vs. Experience Products. Journal of Family and Economic Issues, 25, 449-467. http://dx.doi.org/10.1007/s10834-004-5490-0