Research on the Impact of the Contents of Goods Reviews on Consumers’ Purchasing Intention
Abstract
This paper tries to explore the impact of online goods reviews on consumers’ purchasing intentions. Based on the text word frequency statistics method, the study proposed a research hypothesis and evaluated the impacts of the primary and secondary attributes of goods involved in online reviews on the purchase intention of consumers. Reviews on the cost performance, brand, logistics service, quality, and appearance of goods will have an impact on consumers’ purchase intention, with the largest impact on appearance, the second largest on quality and cost performance, and the smallest on brand and logistics service. The results of this research can provide management enlightenment for e-commerce enterprises on how to improve the market recognition of their products by virtue of Internet reputation.
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