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

Author

Hanyang Luo ; Zhini Li

Author_Institution

Coll. of Manage., Shenzhen Univ., Shenzhen, China

fYear

2013

fDate

17-19 July 2013

Firstpage

214

Lastpage

219

Abstract

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.

Keywords

consumer behaviour; gender issues; social aspects of automation; cognitive trust; customer perceived credibility; customer purchasing intention; emotional trust; gender difference; online review; online selling; trust disposition; Analytical models; Correlation; Data analysis; Data models; Educational institutions; Reliability; Testing; Cognitive trust; Emotional trust; Gender difference; Online review; Perceived credibility;

fLanguage

English

Publisher

ieee

Conference_Titel

Service Systems and Service Management (ICSSSM), 2013 10th International Conference on

Conference_Location

Hong Kong

Print_ISBN

978-1-4673-4434-0

Type

conf

DOI

10.1109/ICSSSM.2013.6602640

Filename

6602640