Impact of Consumers’ Perception of Crisis Risks on the Effect of Online Reviews

doi:10.12068/j.issn.1005-3026.2022.11.019

Abstract

Abstract: Consumer’s perception of crisis risks (PCR) affects online reviews outcome particularly in the public emergency. The model of online reviews affecting consumer purchasing decision was constructed in consumer’s PCR scenarios， and the multiple regression and Bootstrap analysis were used to verify the model. The impact of online reviews including review length， review richness， and review responses on consumer purchasing behavior was discussed. Meanwhile the mediating effect of review helpfulness and the moderating effects of external perceived risks (EPR) and internal perceived risks (IPR) were considered. The results show that review helpfulness has the mediating effect; EPR has positive moderating effect while IPR has negative moderating effect. What’s more， EPR has greater effect on consumer purchasing behavior. Online reviews exert the effect on consumers’ online shopping， which is amplified by the public emergency. Therefore， e-commerce companies should improve online transaction service and online reviews supervision to decrease the consumers’ PCR of online shopping and improve the stable， orderly and sustainable development of e-commerce.

Key words: external perceived risk (EPR); internal perceived risk (IPR); online reviews; review helpfulness; consumer purchasing behavior

CLC Number:

F273.1

GUO Li， LI Jie. Impact of Consumers’ Perception of Crisis Risks on the Effect of Online Reviews[J]. Journal of Northeastern University(Natural Science), 2022, 43(11): 1662-1672.

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