| With the development of the internet,increasingly more electronic business emerges.So increasingly more people buy goods in electronic business context.In recent years,online shopping become a research direction.In general,consumers will read online reviews of other consumers before they buy things online.They will find out the product information,and decide whether to buy the product.Therefore,potential consumers attach great importance to independent online reviews.Previous scholars' research on online reviews can provide guidance for online retailers' reputation.First of all,I have reviewed the domestic and foreign online reviews.According to the conformity theory,the involvement theory and the consumer purchase decision theory,we use SPSS and AMOS to analyze data and modified the initial questionnaire.We research the influence of online reviews on consumer purchasing decisions.The value of this paper is based on the C2C online shopping platform,which will be described later as a third party online reviews in C2C environment.The results are as follows:(1)The quantity of online reviews,the quality of online reviews,the efficacy of online reviews have a significant positive impact on trust,trust has a significant positive impact on consumer purchasing decisions,The quantity of online reviews,the quality of online reviews,the efficacy of online reviews have a significant positive impact on consumer purchasing decisions.Trust is a mediator.(2)When the consumer have lower knowledge of the product,online reviews have a significant positive impact on trust.When additional comments are really different from first comment,online reviews have a significant positive impact on trust.At the end of the paper,I raise some management implications and point out the inadequacies of this study,which expands the scope of relevant theoretical applications... |
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