Impact Of Online Reviews On Consumer Willingness To Buy

With the universal of internet and the improvement of people’ networklevel, online reviews as a popular pattern of consumption has received thegeneral consumer’s favor. In order to help them make their purchase decision,the consumers usually read the reviews of others to know more about the goodsbefore they buy any goods on the internet. Therefore, researching the influenceof online reviews on consumers’ purchasing intention can not only enrich thetheoretical results, but also provide some useful guidance to e-tailers.Through the review and arrangement of other theories about the influenceof online reviews, this paper logically deduces that the psychological factors ofonline reviews effect are consumer’s credibility perception and consumer’sempathy based the general pattern of consumer purchase behavior. In otherword, this paper means online reviews’ effect has two action ways: thecogitative way and the emotional way. In order to verify the existence of twoways, this paper constructs a multi-factor experiment of2(reviews’ number:3,15) x2(reviews’ attitude: positive, negative) x2(reviews’ quality: high quality,low quality) and a multi-factor experiment of2(reviews’ attitude: positive,negative) x2(emotional clues: there, no). Researching result shows that: theattitude of online reviews, the number of online reviews and the quality ofonline reviews have a significant influence on credibility perception andpurchasing intention, and the credibility perception plays the role of mediator inthe cogitative way. The emotional clues have a significant influence on empathyand purchasing intention. Empathy plays the role of mediator in the emotionalway. Two ways really exist.