An Empirical Study Of The Impact Of C2C Online Customer Reviews On Internet Consumer Purchasing Decision In China

As an emerging form of electronic commerce transaction,C2C online auction has gained its popularity within individual seller and buyer due to its advantages of time limitlessness,lower cost and higher efficiency. Meanwhile, the customers of online shopping perceive the more high risk.In order to reduce the information unsymmetry,many C2C auctiong websites have adopted the Online reviews System. The online reviews system of taobao, includes quantitative and non-formatted online reviews of online comments.Previous researches about online reviews influencing consumer purchasing decisions, most are based on technology acceptance model,adopting questionnaire survey,from the perspective of trust.This paper selects the women cosmetics shop for the study, based on the objective data which Author tracked from Taobao,such as the seller credit rating, product price, brand recognition with different grading,then use the group regression to study.This findings showed:(1) the non-formatted positive online reviews on consumer purchasing decisionsh has significant positive effect, but the format of the online comment system, is not significantly associated with the trading volume,non-formatted negative comments unsignificantly impact on consumer purchasing decision,too.This shows that Taobao's online comment system presented to the customer's content may not objective and untrue.(2) When the seller's credit rating is different,the non-formatted online reviews differently impac on consumer buying decisions.When the seller of credit at a higher level (2 crown above), positive comments play on the greater role of consumers purchasing decision And when the merchant's credit rating is very low, at 2001-5000 points, the effect of online comment onconsumer purchasing decisions is not significant;(3) Relative to the price of goods at the intermediate level, in the case of the higher or lower commodity prices,positive comments make greater positive impact on consumer decision.(4) When brand awareness is higher, the positive comments on the role of trading volume has greater positive effect.