期刊名称：International Journal of Computer Science and Network Security
印刷版ISSN：1738-7906
出版年度：2019
卷号：19
期号：10
页码：196-202
出版社：International Journal of Computer Science and Network Security
摘要：Now days, understanding how people make purchasing decisions in digital era are of growing importance for researchers and marketers. Customer’s reviews and ratings are important for better understanding of customers and improving services. Whereas, Consumer’s reviews and ratings are available online for wide range of products and services. This Study investigated how average consumer ratings, product attributes, and consumer reviews in?uenced on the online purchasing decisions of buyers. In line with previous research, study found that buyers use all types of information on online purchasing they clearly preferred products with better attributes and with higher average consumer ratings. It has been found that the buyer preferences can be changed for the higher-rated products, if the product is overridden by a rich negative or positive review.
关键词：Online purchase decisions; customer reviews; ratings and conversion.
