在线客户评论对消费者购买决策的影响研究

摘要

With the growing population of online shopping, people pay more and more attention to online customer reviews which influence consumers' purchasing decisions. By building model researching the effect that online customer reviews have on consumer purchasing decisions, this study will offer new insights and theoretical support for latter study, and are conducive to the enrichment and development of online reputation theory.%随着网购人群的不断增长，在线客户评论如何影响消费者做出购买决策这一问题越来越受到关注。通过构建在线客户评论对消费者购买决策的影响研究模型并假设推导，本研究将对后期研究或可带来新的启示和理论支持，并且有利于在线口碑理论的丰富和发展。