The Effect Of Online Reviews On Consumer Offline Purchases

With the rapid development of Mobile Internet, the consumers can get and share information anywhere anytime. The popularity of Social Network Service affected the relationship between friends. The friends from SNS may affect the choice of the consumers. At the same time, some enterprises expect the quick results from Internet Marketing. They hired people to post the fake reviews, boasting themselves or attacking competitors. The effect of online reviews on consumers’purchases probably has changed. But research on this area is still a blank field.Addressing this blank area, this paper studies the key factors of online reviews which can affect the consumer choice. Firstly, according the results of other researchers, this paper designed the factors scale. Then this research got data from questionnaire. Finally, the research model has been tested through data analysis.In the end, this paper find out that in two different environments, the familiar and unfamiliar environment, the online reviews have different effect on consumers’trust and perceived value.