Research on the influence of online reviews on internet consumer purchasing decision

As an emerging platform for online shopping, online review changed the network consumer's purchase mode. In this paper, we study the effect of potential online purchaser influenced by the online reviews, by means of the questionnaire. The final study shows that: the Internet consumers when making purchase decisions are mostly affected by the average scores of products; and not significantly affected by the following three factors: the proportion of comment buyers accounted for all buyers, the sooner or later of online reviews and whether the contents reflecting the latest product information or not.