Journal of Northeastern University(Social Science) ›› 2016, Vol. 18 ›› Issue (3): 262-269.DOI: 10.15936/j.cnki.1008-3758.2016.03.007

• Economics and Management • Previous Articles     Next Articles

Impact of Online Product Recommendations on Consumers Purchasing Decisions

HUO Chun-hui, YUAN Shao-feng, WU Ya-xuan   

  1. (Business School, Liaoning University, Shenyang 110036, China)
  • Received:2015-10-24 Revised:2015-10-24 Online:2016-05-25 Published:2016-07-29
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Abstract: Based on the two-stage model of consumersonline shopping, the impacts of online recommended products ranking, online word-of-mouth quantity and online word-of-mouth transmission direction on consumers purchasing decisions were explored. It was found that online recommended products ranking, online word-of-mouth quantity and online word-of-mouth transmission direction are positively correlated with consumers purchasing intention and behavior. Furthermore, while online recommended products ranking and online word-of-mouth transmission direction affect consumers purchasing intention, product involvement has significant positive moderating effect. In other words, online recommended products ranking and online word-of-mouth quantity have stronger positive effect on consumers purchasing intention in high product involvement than in low product involvement.

Key words: online purchasing, product recommendation, purchasing intention, purchasing behavior

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