Effects Of Online Reviews On Consumers’ Behavior Intentions

In the context of e-commerce marketing, this study focused on the effects of online reviews on consumers’behavior intention. Three questions highly concerned by E-commcer management were addressed in this dissertation:(1) how shall we identify the quality of online reviews?(2) On the e-commerce platform, how shall we strengthen consumer purchase intention through the management of the quality of the online reviews and the quality of management and related systems?(3) In addition to e-commerce platform, how shall we combine consumers’ characteristics in order to affect consumer purchase intention? Through this empiricial study, the following results were found.First, based on literature review, this study used canonical correlation analysis of multivariate statistical methods to extract the factors of the quality of online reviews, namely credibility, systematic and expertise. The study also screened out of the measure fators for each attribute factors. The credibility of online reviews, as the most comprehensive expression was defined as "credible, objective, fair, relevant and sufficient", which can be evaluated via13measures.Second, based on theory research, the study established a theoretical model for the effects of online reviews and related system on consumer behavior intention, after develop and expand technology adoption model by (TAM) and Information System Success Model (D&M). Structural equation modeling was conducted to verify that the quality of the online reviews, the quality of online review platform system and the quality of management system for online reviews on the platform will postiviely affect consumers’ perceived helpfulness and ease of use on online reviews and intention to use and purchase intentions were influenced accordingly.Third, adopting the same research method, this research modified the TAM2model and constructed the model of effects of online reviews receivers’ characteristics. Structural equation model and statistical methods were applied to verify that seven factors, namely subjective norm, experience, image, correlation, output quality, visibility, ease of use, will have a positive impact on the intention of use of online reviews and afterward influence consuemrs’usage behavior on online reviews..From a theoretical perspective, this research established a relatively complete theoretical framework to explain the relationship between online reviews and consumer behavior intentions. The theoretical results have practical significance for e-commerce companies to use online reviews to guide consumer decision-making.E-commerce enterprises can benefit from the research results. Based on their business characteristics and business environment, E-commerce companies may develop evaluation system of the quality of online reviews, integrated management evaluation system of online review platform, Online Reviews User dynamic tracking system, etc.