Online Reviews and Perceived Usefulness on Consumers’ Purchasing Behavior Intention

• Main Authors: Chen, Wan-Yue, 陳婉約
• Other Authors: Jian, Rui-Zhe
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/66fpwx

碩士 === 國立政治大學 === 國際經營與貿易學系 === 108 === Online information search is replacing traditional offline information search gradually, and the use of online consumer reviews is increasingly becoming part of people's daily lives. Consumers continue to seek help from online consumers during the purchase process. Whether it's a red lipstick, a holiday destination, a financial plan, or even a donation to a charity, people always read other people's opinions online. The importance of online reviews has been recognized, and companies with more online reviews can bring greater value to consumers and attract consumers to the web site. However, excess information has also brought new problems to consumers and increased the cost of shopping. With the use of more and more people, the problem of information overload has attracted people's attention gradually. The Internet is full of huge amounts of information. The large amount of unfiltered information is presented to consumers directly, making the usefulness of information full of uncertainty， Consumers are tired of distinguishing truly valuable content. Therefore, understanding the online reviews that consumers think is more useful can help to promote the decision-making process, and the economic value is also very important to enterprises. This study will explore the online reviews of what attributes can be of greater help to consumers and have an impact in the final decision-making process.