The impact of online reviews on consumers´ purchase decisions in online shopping

This paper takes the women´s clothing of online shopping as the research object. Based on the B2C trading platform, collecting the data by designing and issuing the questionnaire, through correlation analysis and regression analysis with the data, this paper studies the influence degree that the related factors of online reviews impact consumers´ purchase decisions. We find that the factors of online reviews, which include the quality of reviews´ content, the valence of reviews and the timeliness of reviews, influence the consumer´s purchasing decision significantly, but the other factors including the quantity of reviews and the reputation of reviewers do not. These findings provide valuable reference for online retailers to formula the marketing strategy and theoretical significance to future study in other professions.