Effects of Reviews Scores and Presentation Mode on Consumers′ Purchasing Intention

Abstract

Abstract:

Through the questionnaire survey, based on sales and prices, the paper studies the effect of different reviews scores and presentation modes on consumers′ purchasing decision.The results show that consumers′ purchasing intention is influenced by reviews scores and presentation mode, and sales and price also have a certain effect on the consumers′ purchasing intention; the percentage presentation mode makes the consumer reviews scores in any situation have a higher willingness to purchase, but the combination of text and digital presentation will allow consumers to be larger different under the various reviews scores. This study provides effective guidance for the rational marketing of online shopping merchants.

Key words:

reviews scores;presentation mode of reviews scores;sales;price, purchasing decisions

ZHENG Hong-ming，SHI Wen-bin.

Effects of Reviews Scores and Presentation Mode on Consumers′ Purchasing Intention

[J]. 商业研究.

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