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.