文章基本信息

标题：Effect of Online Reviews on Consumer Purchase Behavior
本地全文：下载
作者：Zan Mo , Yan-Fei Li , Peng Fan
期刊名称：Journal of Service Science and Management
印刷版ISSN：1940-9893
电子版ISSN：1940-9907
出版年度：2015
卷号：08
期号：03
页码：419-424
DOI：10.4236/jssm.2015.83043
语种：English
出版社：Scientific Research Publishing
摘要：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.
关键词：Online Reviews; Consumer Learning; Experience Goods; Purchase Behavior