Research on the Influence of Online Reviews on College Students’ Consumption Decisions

DOI

10.2991/aebmr.k.220405.328How to use a DOI?

Keywords

Online reviews; Consumption behavior; Behavioral Economics; Psychological trap

Abstract

With the development of technology and the popularization of the Internet, online reviews, as a new form to display merchants’ reputation in the Internet era, are gradually being valued by consumers and become an important way for consumers to obtain information about goods or services, creating new characteristics of word-of-mouth distribution. This article selects the catering industry in one of China’s largest urban life consumption guide applications “Dianping” as the research object to conduct related research on online reviews. Based on the review of relevant literature and by constructing the model--online reviews influence consumers’ decision-making, this paper proposes three hypotheses on how online reviews influence consumers’ decision-making, through the use of questionnaires to collect data for empirical research, explores the impact of online reviews on college students’ consuming behavior from three different dimensions: the overall situation of reviews, the quality of reviews, and the timeliness of reviews, and combined with behavioral economics to discuss how to avoid some psychological traps that affect decision-making. The research results show that the overall situation of reviews and the quality of reviews have a positive impact on consumers’ decision-making behavior and will promote consumers to complete consuming behavior. In this study, the timeliness of online reviews has no significant impact on college students’ decision-making.

Copyright

© 2022 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article distributed under the CC BY-NC 4.0 license.

Download article (PDF)

TY  - CONF
AU  - Cao Yi
PY  - 2022
DA  - 2022/04/29
TI  - Research on the Influence of Online Reviews on College Students’ Consumption Decisions
BT  - Proceedings of the 2022 7th International Conference on Social Sciences and Economic Development (ICSSED 2022)
PB  - Atlantis Press
SP  - 1967
EP  - 1973
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220405.328
DO  - 10.2991/aebmr.k.220405.328
ID  - Yi2022
ER  -