The Impact of Online Comments on Other Consumers’ Purchase Intention

Yupeng Cheng, Beier Huang and Jingrong Zhong ()
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Yupeng Cheng: Yupeng Cheng School of Journalism and Communication Shanghai University
Beier Huang: Beier Huang School of Business Administration Shanghai University
Jingrong Zhong: Jingrong Zhong School of Communication Studies American University

A chapter in Proceedings of the 2023 International Conference on Finance, Trade and Business Management (FTBM 2023), 2023, pp 568-581 from Springer

Abstract: Abstract With the development of the Internet, electronic shopping has been more and more popular in modern society. Online comments of consumers who purchase goods through e-commerce websites and other shopping websites often influence other consumers’ purchasing decisions, behaviors, evaluation of products and services. This report discusses and analyzes the influence of comments on consumers’ purchase intention from two aspects and draw two conclusions: first, the quality of online comments is positively correlated with consumers’ purchase intention; second, there is a moderating effect between social distance and different types of online comments. For enterprises, it is necessary to correctly understand the significance of online comments to consumers, attach importance to online comments, and pay attention to the collection and management of different content types of online comments.

Keywords: online comment; purchase intention; quality; social distance (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-298-9_62

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DOI: 10.2991/978-94-6463-298-9_62

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