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The Impact of Online Additional Reviews on Consumer's Purchase Process

The Impact of Online Additional Reviews on Consumer's Purchase Process

Tiantian Shen, Qi Dai, Ran Wang, Qinglong Gou
Copyright: © 2015 |Volume: 6 |Issue: 1 |Pages: 17
ISSN: 1941-868X|EISSN: 1941-8698|EISBN13: 9781466676893|DOI: 10.4018/ijissc.2015010102
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MLA

Shen, Tiantian, et al. "The Impact of Online Additional Reviews on Consumer's Purchase Process." IJISSC vol.6, no.1 2015: pp.24-40. http://doi.org/10.4018/ijissc.2015010102

APA

Shen, T., Dai, Q., Wang, R., & Gou, Q. (2015). The Impact of Online Additional Reviews on Consumer's Purchase Process. International Journal of Information Systems and Social Change (IJISSC), 6(1), 24-40. http://doi.org/10.4018/ijissc.2015010102

Chicago

Shen, Tiantian, et al. "The Impact of Online Additional Reviews on Consumer's Purchase Process," International Journal of Information Systems and Social Change (IJISSC) 6, no.1: 24-40. http://doi.org/10.4018/ijissc.2015010102

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Abstract

As the supplement of buyers' original reviews on products, online additional reviews were supported by some B2C websites recently. That is to say, consumers could post their recommendations or comments again in several months. This paper attempts to measure the impacts of additional reviews on consumers, as well as to investigate whether they are different from those of original ones. Our results not only indicate that purchasing intention, attitude certainty and after-sales service have significant relationship with additional reviews, but also show that additional reviews have greater influence on consumers than original ones. But contrary to our expectations, as for the impacts of additional reviews on consumer's attitude certainty, no significant difference can be found between different product types, as well as between consumers with different involvement levels. Our research fills the online reviews gap, and the empirical implication of additional review provides a reference to B2C ecommerce practice.

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