The Eye-tracking Study of Effect of Online Reviews on Consumer′s Purchase 
Decision

Abstract

Abstract:

This study uses eye-tracking technology to explore the effect of inconsistent reviews (a mix of positive and negative reviews) on consumers′ purchase decision process. The results of the study show that: compared with positive comments, consumers pay more attention to the negative reviews and are more affected by the negative reviews; there are significant differences in the cognitive process between men and women, and the influence of negative reviews on men is less; brand can not only influence consumer′s cognitive degree of reviews, but also change consumer′s cognitive process of negative reviews and comprehensive analysis results show that brand can reduce the influence of negative reviews on relation between consumer′s emotional trust and purchase behaviors.

Key words:

">">eye-tracking；online reviews；cognition；brand

SONG Zhi-jie, LI Yong-chao, SHI Rui.

The Eye-tracking Study of Effect of Online Reviews on Consumer′s Purchase

Decision

[J]. 商业研究.

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