The Impact of Online Comments on Consumer Attitude Change - Focus on the Key Concepts and Evidence of Attitude Change

Abstract

As a form of online word-of-mouth (WOM), online comments (or online reviews) are a way for consumers to understand products and judge the quality of products. With the widespread application of online reviews in e-commerce, online comments directly affect consumers' purchasing decisions to a certain extent. This essay will try to demonstrate that online comments of online marketing information are affected by users or consumers’ cognition, emotions, and behavioral tendencies. Marketers could use online comments as a representative of word of mouth (WOM) to persuade consumers’ attitude change and products purchase. Meanwhile, through the analysis of the main concepts such as attitude, attitude change, and persuasion, discuss the impact of online reviews on consumer attitude changes and limitations. Additionally, it will discuss some potential limitations.