Impact of Online Product Recommendations on Consumers Purchasing Decisions

doi:10.15936/j.cnki.1008-3758.2016.03.007

Abstract

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

CLC Number:

F270

HUO Chun-hui， YUAN Shao-feng， WU Ya-xuan. Impact of Online Product Recommendations on Consumers Purchasing Decisions[J]. Journal of Northeastern University(Social Science), 2016, 18(3): 262-269.

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