摘要
在数字化时代,电子商务已经成为消费者购物的重要渠道,在线评论作为其中的重要成分,对消费者的购买决策产生了深远影响。本研究探讨了在线评论对消费者网络购买行为的影响,重点分析了评论数量、评论质量、评论类型以及评论丰富度对消费者购买决策的影响。通过主成分分析我们发现在线评论直接影响消费者的购买行为并且在某些情况下(评论产生原因不是因为商品本身),负面评论也能激发消费者对产品的购买意愿。In the digital era, e-commerce has emerged as a crucial channel for consumers to make purchases. Online reviews, being an essential constituent, exert a profound influence on consumers’ purchasing decisions. This study delves into the effect of online reviews on consumers’ online purchasing behavior, concentrating on the impact of review quantity, review quality, review type, and review richness on consumers’ purchasing decisions. Through principal component analysis, it is discovered that online reviews directly impact consumers’ trust in products and brands. In some cases (where the reason for the reviews is not the product itself), negative reviews can even stimulate consumers’ purchase intention for products.
出处
《电子商务评论》
2024年第4期5114-5123,共10页
E-Commerce Letters
