SHS Web Conf.
Volume 148, 2022The 2nd International Conference on Public Relations and Social Sciences (ICPRSS 2022)
|Number of page(s)||4|
|Section||Public Relations and Gender Equality Analysis|
|Published online||31 October 2022|
Research on the Impact of Online Reviews on Consumer Buying Behaviour
Economics and Management, Nanjing Institute of Technology, 211167, China
* Corresponding author: firstname.lastname@example.org
Online reviews, as a major form of online word-of-mouth, are one of the important reference indicators for consumers. This paper examines the impact of online reviews on consumers’ purchase intention by designing a questionnaire and conducting an empirical study on the quality, type and validity of online reviews. The study finds that there are differences in consumers’ perceptions of the type of online reviews, with a more significant effect on the perceived usefulness of negative reviews; the quality and validity of reviews have a positive effect on consumers’ purchase intentions. The study concludes that merchants need to make good use of reviews and improve the overall quality of reviews to gain consumers’ trust and increase their willingness to buy. Through the study, a theoretical foundation for the further development of e-commerce is laid.
© The Authors, published by EDP Sciences, 2022
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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