A Research About The Impact Of User Online Reviews On Consumer Decision Making Behaviors

The online shopping behavior in the accounts for netizen is more and more, and scholars pay more attention to study the impact of user online reviews on consumer decision making behaviors. Based on current study of online reputation, this thesis proposes the research framework: Through the three elements (polarity of opinions, perception similarity, and community credit), the paper studies the impact of user online reviews about experiential functional product on consumer decision making behaviors in the commercial sites.According to the research of the predecessor, and in the use Information Accessibility Theory, Social Impact Theory and Perceived Risk Theory, this thesis proposed research hypotheses. Then design eight experimental groups by factorial design method. Design questionnaire of experiment, then do the questionnaire survey among college students. After collecting the data, verify the experiment by statistical methods and validation research hypotheses by analysis of covariance.Research conclusions:In commercial sites, the impact of user online reviews about experiential functional product on consumer decision making behaviors, negative comments is more than positive comments; high perception similarity is more than low perception similarity; "perception similarity" have regulating action on "polarity of opinions", and have strong regulating action on positive comments; "community credit" have regulating action on positive comments of "polarity of opinions"; "community credit" have regulating action on low perception similarity of "perception similarity".The conclusions of this thesis add new knowledge to theoretical research of online reviews, and provide scientific basis for commercial sites management and retailers to manage and adjust online reviews.