Effect of Online Reviews on Consumer Purchase Behavior

Zan Mo, Yan-Fei Li, Peng Fan

School of Management, Guangdong University of Technology, Guangzhou, China.

DOI: 10.4236/jssm.2015.83043                

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.

Keywords

Online Reviews, Consumer Learning, Experience Goods, Purchase Behavior

Conflicts of Interest

The authors declare no conflicts of interest.

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