Journal Of Consumer Research Impact Factor – This study examined the impact of online product reviews on consumer purchase decisions using eye tracking. The research methodology involved (i) developing a conceptual framework of online product reviews and purchase intention through the moderating role of gender and visual attention in comments, and (ii) empirical investigation of the region of interest (ROI) analysis of consumer framing. . Analysis of purchase decision process and behavior. The results showed that consumers’ attention to negative comments is significantly higher than to positive comments, especially for female consumers. Furthermore, the study identified a significant relationship between consumers’ visual exploration behavior and their purchase intention. Consumers were also found unable to identify false positives. The present study provides a deeper understanding of the mechanisms underlying how online reviews influence purchasing behavior, revealing for the first time the influence of gender on this influence and explaining it from the perspective of attention, which is an integral part of the theory of the online consumer. Is. , Behaviorally, specifically, the differential effect of consumers’ attention to negative comments appears to be less dependent on gender, with female consumers paying significantly more attention to negative comments than to positive comments. These findings suggest that practitioners should pay special attention to negative comments and address them promptly by customizing product/service information to take into account customer characteristics, including gender.
E-commerce has grown significantly over the past few years and has become increasingly important in our daily lives, especially under the recent impact of COVID-19 (Hasnath et al., 2020). When it comes to online shopping, consumers increasingly seek product information from reviews. Compared to official product information provided by sellers, reviews are provided by other consumers who have already purchased the product through online shopping websites (Beck et al., 2012). Meanwhile, consumers also have a tendency to share their shopping experiences on network platforms (Floh et al., 2013). In response to these trends, a large number of studies (Floh et al., 2013; Lackermeyer et al., 2013; Kang et al., 2020; Chen and Kuo, 2021) examined the effects of online reviews on purchase intention. Is. These studies have provided strong evidence of the validity intensity of online reviews on purchase intention. Lachermayer et al. For example, (2013) showed that reviews and ratings are an important source of information for consumers. Similarly, through examining the effects of review source and product type, Bay and Lee (2011) concluded that online community reviews are the most reliable for consumers seeking information about an established product. Since reviews are opinions from the consumers’ perspective and often describe their experiences using the product, they are easier for other consumers to accept and thus support their decision-making process (Mudambi and Schuff, 2010 ).
Journal Of Consumer Research Impact Factor
A survey by Zhong-Gang et al. (2015) found that approximately 60% of consumers look at online product reviews at least once a week and 93% believe that these online reviews improve the accuracy of purchase decisions, reducing the risk of loss. and influence their purchasing choices. As far as e-consumers in business activities on B2B and B2C platforms are concerned, 82% of consumers read product reviews before opting for a purchase and 60% of them refer to comments every week. Research shows that 93% of consumers say that online reviews will influence purchasing choices, indicating that most consumers have a habit of regularly reading online reviews and rely on the opinions for their purchasing decisions. (Vimaladevi and Dhanbhakayam, 2012).
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The purchasing decision by a consumer after reading online reviews is a psychological process that combines vision and information processing. As can be seen from the literature, most research has focused on the consequences and impact of online reviews influencing purchase decisions, but has shed less light on the underlying processes influencing consumer perceptions (Sen and Lerman, 2007 ; Zhang et al., 2010 ; Racherla et al., 2010 ). Friske, 2013). While some studies have attempted to examine the underlying processes including how people are influenced by product/service related information using online reviews, there is limited research on the psychological process and information processing involved in purchase decisions. Eye tracking has become popular in exploring and explaining consumer decision-making behavior and cognitive processing (Wang and Miner, 2008). However, very limited attention has been paid to how the emotional valence and content of comments, especially those negative comments, influence consumers’ final decisions by adopting the eye-tracking methodology, including gender comparisons of consumption and whether consumers Are suspicious. False opinion.
Thus, the main objective of this research is to investigate the impact of online reviews on consumers’ purchase decisions from the perspective of information processing using eye tracking methodology. A comprehensive literature review of key topics, including processing speed/effectiveness for online reviews, the impact of online reviews on purchase decisions and the level and credibility of product review information, and consumer perceptions of online reviews, was used to identify the underlying processes Was. Identify current research gaps and the rationale for this research. This study simulated an online shopping scene and conducted an eye movement experiment by collecting eye movement indicators and their behavioral data to explore how product reviews influence consumers’ purchasing behavior. Areas with more positive comments and the extent to which customers are suspicious of fake reviews. Both visual attention, fixation time, and computation are considered to be part of the moderating influence on the relationship between comment valence and purchase intention and the underlying processes underlying adaptation.
The paper is organized as follows. The next section presents literature reviews on related topics, including the role of online reviews and eye movement experiments in online consumer decision research. Then hypotheses based on relevant theories are presented. The research methodology, including data collection methods, is presented later. This is followed by data analysis, presentation of results, and discussion of key findings. Finally, the implications of academic practice research and future research directions are discussed respectively.
Several studies have reported on the impact of online reviews, especially on recent purchase decisions (Zhang et al., 2014; Zhong-Gang et al., 2015; Ruiz-Mafe et al., 2018; von Halverson et al. ., 2018; Guo et al., 2020; Kang et al., 2020; Wu et al., 2021). These studies have reported on various aspects of online reviews on consumers’ behavior, including consideration of textual factors (Ghosh and Epirotis, 2010), the impact of the level of detail in a product review, and the reviewer’s level of agreement with it. Review credibility and consumers’ purchase intention for search and experience products (Jimenez and Mendoza, 2013). For example, through text mining, Ghosh and Epirotis (2010) concluded that the use of product reviews influences text characteristics such as subjectivity, informality, readability, and linguistic accuracy. Similarly, Boardman and McCormick (2021) found that consumer attention and behavior vary across web pages during the shopping journey depending on their content, function, and consumer goal. Furthermore, Guo et al. (2020) showed that pleasant online customer reviews lead to a higher likelihood of purchase than unpleasant ones. They found credibility and perceived diagnoses had a significant impact on purchase decisions, but only in the context of adverse online customer reviews. These studies show that online product reviews influence consumer behavior, but the overall effect can be influenced by many factors.
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Additionally, studies have considered broader online product information (OPI), including both online reviews and vendor-supplied product information (VSPI), and reported on various attempts to understand the different ways OPI influences consumers. Is. For example, Kang et al. (2020) demonstrated that VSPI adoption affected online review standards. Recently, Chen and Kuo (2021) found a positive relationship between diverse online review sites as an accelerator of online impulsive purchasing. Additionally, some studies have reported on other aspects of online product reviews, including the impact of online reviews on product satisfaction (Changchit and Claus, 2020), the relative impact of review credibility and review relevance on overall online product review impact (Mumuni et ) Are included. al., 2020), the effect of reviewer gender, reputation, and emotion on the credibility of negative online product reviews (Krasiun and Moore, 2019) and seller cues such as brand reputation on purchase intention (Kaur et al., 2017). Recently, an investigation on the impact of online review variation of new products on consumer adoption intentions showed that product novelty and review variation influence consumers’ adoption intentions (Wu et al., 2021). Specifically, satisfied customers prefer incremental new products (INPs) with high variation reviews, while constrained customers are more likely to use low variation new products (RNPs).
Although many studies have examined the factors that may influence the impact of online reviews on consumer behavior, few studies have focused on consumers’ perceptions, emotions, and cognition, such as perceived review helpfulness, ease of understanding, and Cognitive effort. The reason for this is this study
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