본문 바로가기
  • Home

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
  • Abbr : JKSCI
  • 2024, 29(7), pp.139-148
  • Publisher : The Korean Society Of Computer And Information
  • Research Area : Engineering > Computer Science
  • Received : May 21, 2024
  • Accepted : July 15, 2024
  • Published : July 31, 2024

Shuang Guo 1 Yumi Kim 1

1서울과학종합대학원대학교

Accredited

ABSTRACT

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.

Citation status

* References for papers published after 2023 are currently being built.