Empirical Research on the Effect of Online Review on Customers´ Purchasing Intention

Online reviews have been one of the important determinants to influence consumers´ purchasing intention. This research builds a model to explore how online reviews influence consumers´ purchasing intention. The empirical research results show that: Firstly, customers´ perceived credibility of online reviews positively affects cognitive and emotional trust in online sellers, which results in purchasing intention. Secondly, except for website expertise, rationality and quantity of online review and trust disposition have significant influence on perceived credibility of online reviews. Thirdly, there are some gender differences in the influencing mechanism of online customer reviews.