| With the booming of online shopping market, the customer shopping behavior began to change. Among them, the comments (or do grading) have important implications for the promotion of the potential of online shopping customer buying behavior and increase the business sales. However, the reviews behavior of customer online shopping in-depth study very little, is not conducive to the healthy and stable development of the online shopping market. Therefore, this paper focuses the online reviews behavior of shopping customers and raised the following issues:(1) what kind of impact the consumer experience on the behavior of online reviews?(2) What kind of relationship between the level of perceived cost and the behavior of online reviews?(3)How the degrees of difference about the individual differences affect the online reviews behavior?To answer these questions, this paper used the method of empirical test, focused the online shopping customers, by the way of questionnaire design and survey, a total300questionnaires,264questionnaires were recovered, valid questionnaires were240.First, the paper used SPSS13.0statistical software to conduct the frequency analysis, reliability test validity, principal component analysis results of the sample, and the results showed that the sample data was an ideal high reliability and validity of the scale. Secondly, the use of the AMOS structural modeling software to construct the structural equation model to test the conceptual model proposed of this paper; explore the sensory experience, emotional experience, thinking experience, operational experience and the associated experience of consumer experience in the online shopping process affect the online reviews of shopping customer. Concluded that:emotional experience, thinking experience, associated with experience with the online reviews behavior is positively correlated, but the positive correlation assumption about sensory experiences, act experience to the online reviews behavior are not supported. The results of consumer experience variables means of gender grouping show that, there are some differences between men and women in emotional experience, the experience of thinking, associated with experience, but the difference is very small, not significant. Again, through econometrics Chow-test, the dummy variable inspection to determine the effect of the presence of manipulated variable adjustment of the perceived cost, and correlation analysis showed that the perceived cost and the online reviews of behavior showing a negative correlation relationship. Finally, independent samples T-test and single variable analysis of variance results showed that gender, education, monthly income, personality traits and demographic variables had no significant effect on the online reviews behavior. |
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