Research on the impact of online reviews on consumers' willingness to purchase. (29th July 2020) - Li, Zhang
As an indispensable part of e-commerce, online shopping has maintained a rapid development trend in recent years. The influence of online reviews has become more and more important, which may provide helpful guidance to customers. Firstly, from the perspectives of e-commerce platforms, online reviews value function and consumer psychology representation, the influencing factors of consumers' purchase intention are analysed, which includes e-commerce platforms service quality, e-commerce platform security, online reviews quality, illustrated reviews, additional reviews, seller response, review usefulness, trust tendency and perceived risk. Then, through questionnaires, the model of EBM, and based on the data analysis, we can conclude. All of the above variables have a positive impact on consumers' willingness to purchase. In addition, the star power is introduced as a moderating variable, which has a moderating effect not only between the reviews of usefulness and the consumers' willingness to purchase but also between perceived risk and consumers' willingness to purchase.