The Impact of Taobao Online Reviews on Online Shopping Behavior ——Experimental Analysis of Three Squirrels Flagship Store

Kaiyuan Deng; Yingxiang Cheng

Proceedings of the 4th International Conference on Economic Management and Model Engineering, ICEMME 2022, November 18-20, 2022, Nanjing, China

Research Article

The Impact of Taobao Online Reviews on Online Shopping Behavior ——Experimental Analysis of Three Squirrels Flagship Store

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Cite: BibTeX Plain Text

@INPROCEEDINGS{10.4108/eai.18-11-2022.2326851,
    author={Kaiyuan  Deng and Yingxiang  Cheng},
    title={The Impact of Taobao Online Reviews on Online Shopping Behavior ------Experimental Analysis of Three Squirrels Flagship Store},
    proceedings={Proceedings of the 4th International Conference on Economic Management and Model Engineering, ICEMME 2022, November 18-20, 2022, Nanjing, China},
    publisher={EAI},
    proceedings_a={ICEMME},
    year={2023},
    month={2},
    keywords={e-commerce; online review; consumer purchase decision},
    doi={10.4108/eai.18-11-2022.2326851}
}

Kaiyuan Deng
Yingxiang Cheng
Year: 2023
The Impact of Taobao Online Reviews on Online Shopping Behavior ——Experimental Analysis of Three Squirrels Flagship Store
ICEMME
EAI
DOI: 10.4108/eai.18-11-2022.2326851

Kaiyuan Deng¹^,*, Yingxiang Cheng²

1: Department of Economics and Management Beijing City University, Yang Zhen, Shunyi Beijing, China
2: Universiti Putra Malaysia

*Contact email: Bcu520@bcu.edu.cn

Abstract

Using a regression model, this paper investigates the impact of consumer online reviews on consumer purchasing decisions using three squirrels online consumer reviews as the research object. In June 2021, 168 online users were polled to assess the influence of purchasing decisions using a questionnaire based on characteristics such as review quality, review number, review valence, and perceived credibility. The findings revealed that review quality, number of reviews, polarity of reviews, and perceived reliability of reviews all had a significant beneficial impact on consumer purchase decisions (P<0.5). Merchants should pay attention to the marketing significance of internet reviews, according to experts.

Keywords: e-commerce; online review; consumer purchase decision

Published: 2023-02-15
Publisher: EAI

: http://dx.doi.org/10.4108/eai.18-11-2022.2326851