@article{ART003104534},
author={Shuang Guo and Kim, Yumi},
title={A Study on the Impact of Chinese Online Customer Reviews on Consumer Purchase Behavior in Online Education Platforms},
journal={Journal of The Korea Society of Computer and Information},
issn={1598-849X},
year={2024},
volume={29},
number={7},
pages={139-148},
doi={10.9708/jksci.2024.29.07.139}
TY - JOUR
AU - Shuang Guo
AU - Kim, Yumi
TI - A Study on the Impact of Chinese Online Customer Reviews on Consumer Purchase Behavior in Online Education Platforms
JO - Journal of The Korea Society of Computer and Information
PY - 2024
VL - 29
IS - 7
PB - The Korean Society Of Computer And Information
SP - 139
EP - 148
SN - 1598-849X
AB - In the post-pandemic era, the demand for online education platforms has surged, leading to increased consumer reliance on online reviews for decision-making. This study investigates the impact of Chinese online customer reviews on consumer purchase behavior in online education. By examining the role of trust, review sentiment, and the quantity and timeliness of reviews, the research aims to understand how these factors influence consumer decisions. By using regression model, findings reveal that negative reviews, timely feedback, and a higher volume of reviews positively affect consumer purchase decisions, while course pricing demonstrates an inverse relationship. Furthermore, cognitive and affective trust mediate the relationship between reviews and purchase behavior, highlighting a reverse U-shaped effect on consumer decision inclination. These insights provide valuable implications for online education providers, emphasizing the need to manage and leverage online reviews to foster consumer trust and improve sales performance.
KW - Knowledge payment;online review;online education;trust;purchase behavior
DO - 10.9708/jksci.2024.29.07.139
ER -
Shuang Guo and Kim, Yumi. (2024). A Study on the Impact of Chinese Online Customer Reviews on Consumer Purchase Behavior in Online Education Platforms. Journal of The Korea Society of Computer and Information, 29(7), 139-148.
Shuang Guo and Kim, Yumi. 2024, "A Study on the Impact of Chinese Online Customer Reviews on Consumer Purchase Behavior in Online Education Platforms", Journal of The Korea Society of Computer and Information, vol.29, no.7 pp.139-148. Available from: doi:10.9708/jksci.2024.29.07.139
Shuang Guo, Kim, Yumi "A Study on the Impact of Chinese Online Customer Reviews on Consumer Purchase Behavior in Online Education Platforms" Journal of The Korea Society of Computer and Information 29.7 pp.139-148 (2024) : 139.
Shuang Guo, Kim, Yumi. A Study on the Impact of Chinese Online Customer Reviews on Consumer Purchase Behavior in Online Education Platforms. 2024; 29(7), 139-148. Available from: doi:10.9708/jksci.2024.29.07.139
Shuang Guo and Kim, Yumi. "A Study on the Impact of Chinese Online Customer Reviews on Consumer Purchase Behavior in Online Education Platforms" Journal of The Korea Society of Computer and Information 29, no.7 (2024) : 139-148.doi: 10.9708/jksci.2024.29.07.139
Shuang Guo; Kim, Yumi. A Study on the Impact of Chinese Online Customer Reviews on Consumer Purchase Behavior in Online Education Platforms. Journal of The Korea Society of Computer and Information, 29(7), 139-148. doi: 10.9708/jksci.2024.29.07.139
Shuang Guo; Kim, Yumi. A Study on the Impact of Chinese Online Customer Reviews on Consumer Purchase Behavior in Online Education Platforms. Journal of The Korea Society of Computer and Information. 2024; 29(7) 139-148. doi: 10.9708/jksci.2024.29.07.139
Shuang Guo, Kim, Yumi. A Study on the Impact of Chinese Online Customer Reviews on Consumer Purchase Behavior in Online Education Platforms. 2024; 29(7), 139-148. Available from: doi:10.9708/jksci.2024.29.07.139
Shuang Guo and Kim, Yumi. "A Study on the Impact of Chinese Online Customer Reviews on Consumer Purchase Behavior in Online Education Platforms" Journal of The Korea Society of Computer and Information 29, no.7 (2024) : 139-148.doi: 10.9708/jksci.2024.29.07.139
