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.
Highlights
The development of e-commerce websites led consumers to become accustomed to online shopping
The results provide support for H1b, which hypothesizes moderate reviews have no impact on consumer buying behavior
This paper discusses the impact of online reviews on consumer buying behavior
Summary
The development of e-commerce websites led consumers to become accustomed to online shopping. Mobile shopping is becoming more and more popular. Before consumers make a purchase in an e-commerce website, they are accustomed to use online reviews information as a basis to judge whether they purchase. They will post their own comments of the commodity in the e-commerce sites. The study of online reviews discuss usefulness and. (2015) Effect of Online Reviews on Consumer Purchase Behavior. This paper collects the reviews information of experience goods in Taobao, to study how online reviews affect purchase behavior during the purchasing process
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