| In recent years, shopping online has grown rapidly. According to the survey, the size of China’s online shopping market annual growth rate is over100%. China has become the fastest growing country on the world. With the expansion of market scale and consumer attitudes changing gradually, shopping online has become an indispensable part of daily life. More and more consumers exchange experience and ideas with others. Therefore, reading other buyers’ online reviews has become an important source of information collecting.There are lots of academic researches on the impact of information on consumer behavior, but researches about the influence of online reviews on consumer purchasing decisions are few. Online reviews as a new way of online word of mouth have more advantages. So it is meaningful for us to study it deeply. Academically, it can make up gaps for online reviews on consumer purchasing decision mechanism. Practically, it also can be better guidance for online marketing.Based on lots of researches on eWOM, online reviews and consumers’ behavior theory, in the present study the effects of online reviews on purchasing decision are explored using trust as a moderator. An analysis of253questioners from internet indicate that opinion leader, branch involving, quality, emotion tendency and similarity affect the customers purchasing decision behavior extremely. The analysis also proves the trust has the moderation function between online reviews and purchasing decision behavior. At the end of the study, four marketing implications have been proposed to build a positive situation for online reviews and improve the trust mechanism. |
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