With the growing population of online shopping, people pay more attention to online consumer reviews which influence consumer purchasing decisions. Consumer reviews are increasingly available online for a wide rage of products and services. This paper studies the impact of online reviews on the consumer purchasing decisions towards management response from four dimensions of online reviews number, review valance, review quality and management response by the method of experimental study, and builds the model of relationship between online reviews system and consumer purchasing decisions to test the moderating effect of management response in this model. The results show as follows: online review number, review valance, review quality and management response have a positive influence on consumer purchasing decisions; management response plays the significant moderating role in this process. As a result, characteristics of online review messages and management responses have a varying degree of impact on consumer purchasing decisions. We mainly discuss the implications of our findings for practice.
Dai, Yisheng and Jiang, Yumin, "The Research of Online Reviews’ Influence towards management response on Consumer Purchasing Decisions" (2016). WHICEB 2016 Proceedings. 43.