| Online shopping is becoming a popular consuming habit and lifestyle resent years as the Internet becomes more widespread, and the number of online shoppers is becoming ever large. Consumers can share their online shopping experiences and feelings by means of the Internet platform. They can also browse the comments of others as a reference before they buy any goods, so they could get more information so as to help them make their own the purchase decision. It's true clear that the online consumer reviews influence consumer's purchasing intention in certain extent. So it's necessary to analyze online reviews and provide some recommendations for e-commerce businesses and online shop-owners.In this paper, empirical method is used for the research of online customer reviews on consumers'purchasing intention. Specifically, I choose the volume of online reviews, strength of online review, the emotional tendencies and negative online reviews'content as the independent variables, and purchasing intention as the dependent variable in this paper.Researching result shows that: the more the number of online consumer reviews, the greater impact on the purchasing intention of consumers. The intensity of Online reviews is greater, the impact on consumer'purchasing intention is greater. The effect of negative comments on consumer purchasing intention is greater than the influence of positive comments. Three factors of negative comments are more important in consumer's eyes such as the poor quality of goods, poor service attitude of shop owner and breakage of goods in transportation, and they show greatest impact on consumers'purchasing intention. |
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