| With the "Internet +" strategy,variety of business has been rapidly developed with the platform of Internet.Espically the size of e-commerce transaction gets a large-scale growth.In online trading,two sides of transaction cannot face to face make a contact.Therefore,there is serious information asymmetry on both sides.Reducing the risk of information asymmetry,most of shopping sites have launched online review mechanism.Consumers can evaluate the goods or services through the online review platform after purchasing a product or obtaining a service.Sharing experience of consumers in online platform can provide a reference for potential consumers decision-making of purchase.Therefore,it is helpful to discuss the impact of online review on consumer' purchasing decision-making.It is also effective for analyzing consumers' preferences and behavior with online reviews.In general,consumers usually search for related product information in shopping process,thus,online reviews have become imporatant factors affecting consumer purchasing decisions.The attributes of online reviews,such as quantity,rating,content of evaluation,etc.,directly reflect the prevalence,quality of products,and actual experience of consumers using,and also affect potential consumers' attributes formation in their purchasing decision about the product.Therefore,the attributes of online reviews are important factors in consumers' attitude and behavior formation.However,the attributes of online reviews,such as the number of online reviews,grade,positive or negative opinion,have different effect on consumers' attitude.According to these different attributes,consumers will format their attitude and behavior to the product.Thus,studing on the effect of online review in consumers' purchase decision,it can help enterprises deeper understand the process of consumers' decision.This study establishes the decision process model of consumer attitudes affected by online reviews.The study contents and results are as followed:First,the online reviews volume is an important role to consumers attitude formation.Dividing the consumer's decision-making process into receiving and acceptance processes,we examines the effect of online reviews' number on the receiving and acceptance process in consumer purchase decision.With the data of notebook and flat-panel TVs,we discuss the probability of receiving and acceptance of consumers.With different membership level,consumers have different attitude in their decision-making.The results show that low membership level consumers often have a low receiving probability,but have a high acceptance probability with online reviews.Thus,they are more likely make a decision with the online reviews volume.With medium and high membership level,consumers often have a higher receiving probability,but have a lower acceptance probability with online reviews.Therefore,the impact of number of online reviews on medium and high membership level consumers is smaller than low membership level consumers.Second,the valence of online reviews is another important factor to consumer purchasing decision.The valence of online reviews is usually divided into several types,such as positive,neutral and negative reviews.By opinion evolution model,we discuss the dynamic opinion evolution of consumers with online reviews.The results show that consumers with low membership level can not make a purchase decision based on online reviews,because their opinion is fluctuated with each online review.Therefore,they can not make a purchase decision with online reviews.But consumers with medium membership level,will make a purcahsing decision with online reviews.Their opinion is gradually stabilize with incoming online reviews,and formate a final opinion with the product.Consumers with high membership level,are more dependent make a purchasing decision.Their opinion is not affected by online reviews,and their purchasing decision is often made by own preference.Third,online reviews is also an important factor to consumers' purchasing behavior,because online reviews directly affect product sales.Using 95 films of Maoyan Movie,we discuss the impact of online reviews on consumers' purchasing and suppliers supply behavior of films.With the number of daily rating people,average daily grade,people who is wish to watching,we use the dynamic simultaneous equation system to analyzing the interrelationships between online reviews and movie sales and supplies.The results show that both the volume and valence of online reviews have important impacts on the movie sales and supplies.While the online reviews volume has a positive impact on the movie sales,online reviews valence has a negative impact on the movie sales but has a positive impact on the movie supplies.The number of people who wish to watch a movie is another important variable for movie sales and supplies,which has a negative impact on the daily movie sales,but a positive impact on the daily movie supplies.Finally,this study is an important complement to online reviews on consumers' decision analysis.According to the contents and results of this study,we provide some reasonable suggestions to the management of online reviews on e-commerce website and online retailer.This study gives a deeper understanding of consumer attitudes and behaviors affected by online reviews. |
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