The Impact Of Online Reviews On Consumer Behavior On Cross-border E-commerce Platforms

The rapid development of the digital economy stimulates the transformation of traditional trade as well as the growth of cross-border e-commerce.The e-commerce platform has broken the limits of time and space,but due to the limitation of the virtual network,it hinders consumers’ direct perception of the products,and online reviews have gradually become an effective way for consumers to evaluate product quality and make decisions.It is also a direct reference for E-commerce sellers to improve their products and services,to enhance their brand image.Based on this background,indicating the impact of how online reviews shape consumers’ behavior has both theoretical and practical values.Based on previous study,this paper sorts out the connotation and extension of online reviews,and then based on the Yale Attitude Change Model in social psychology,the quality of review is divided into three dimensions: the media,emotion,and content of online reviews.Principal component analysis and natural language processing text analysis methods are applied to build a comprehensive index of review quality.Then,starting from the purchasing behavior of consumers on cross-border e-commerce platforms,the impact of ratings on click-through rate and conversion rate is analyzed,and theoretical hypotheses are put forward.Then this paper takes Amazon as an example,establishes a fixed effect model,studies the impact of review information quality,review rating,and review quantity on click-through rate and conversion rate,and conducts extended analysis of different market segments.Based on the above analysis,this paper draws the following conclusions: first,the increase in ratings and total reviews can simultaneously increase consumer click-through rate and conversion rate;second,the quality of review can increase conversion rate;fourth,ratings and total reviews are moderated by brand preference and target clarity;fifth,ratings and total reviews have spillover effects on consumers’ indirect purchases,but the impact of review quality is not obvious.Finally,based on the results of theoretical and empirical analysis,this paper puts forward policy suggestion for the construction of online review systems from consumers,cross-border e-commerce sellers,cross-border e-commerce platforms and country levels.