Journal of Service Science and Management

Volume 8, Issue 3 (June 2015)

ISSN Print: 1940-9893   ISSN Online: 1940-9907

Google-based Impact Factor: 1.94  Citations  

Effect of Online Reviews on Consumer Purchase Behavior

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DOI: 10.4236/jssm.2015.83043    37,721 Downloads   53,725 Views  Citations
Author(s)

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.

Share and Cite:

Mo, Z. , Li, Y. and Fan, P. (2015) Effect of Online Reviews on Consumer Purchase Behavior. Journal of Service Science and Management, 8, 419-424. doi: 10.4236/jssm.2015.83043.

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