An Empirical Study of the Relationship Between Online Comments and Users’ Purchasing Behavior in the Social E-commerce

Fang Rui

doi:doi:10.11648/j.hss.20221001.13

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An Empirical Study of the Relationship Between Online Comments and Users’ Purchasing Behavior in the Social E-commerce

Fang Rui

Published in Humanities and Social Sciences (Volume 10, Issue 1)

Received: 29 December 2021 Accepted: 14 January 2022 Published: 21 January 2022

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Abstract

Trusted social relationships can shorten users' thinking time when shopping, and social relationships and online comments play an important role in users' purchasing decisions. The mechanism of online comments effect on users' purchase behavior has been theoretically supported, but its mechanism of action in the context of social shopping still lacks empirical testing. Based on the social E-commerce environment, this paper focuses on the relationship between online comments and users' purchasing behavior, constructs a measurement model of the relationship between them, puts forward a research hypothesis, and comprehensively uses factor analysis, correlation and regression analysis methods to test the hypothesis. The empirical findings show that there is a significant relationship between online comments and users' purchasing behavior in the social e-commerce, and online comments mainly affect users' perceived value and trust through the quality of comments, quantity of comments and timeliness of comments. Based on the findings of the empirical study, this paper puts forward specific strategies for social E-commerce to improve online comments, including: paying more attention to the marketing value of online comments and capitalizing on them, paying close attention to the quality and timeliness of online comments and enhance the perceived value of online users, grooming a leader of online comments to increase online users’ trust. This study aims at providing decision-making references for social e-commerce merchants on how to effectively use online comments to increase consumers' purchasing behavior.

Published in	Humanities and Social Sciences (Volume 10, Issue 1)
DOI	10.11648/j.hss.20221001.13
Page(s)	21-30
Creative Commons	This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.
Copyright	Copyright © The Author(s), 2024. Published by Science Publishing Group

Keywords

Social E-commerce, Online Comments, Purchasing Behavior, Empiricism

References

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[2]	Na Young Jung, Yoo-Kyoung Seock. The impact of corporate comments on brand attitude and purchase intention [J]. Fashion & Textiles, 2016, 3 (1): 20.
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[4]	Ramanathan U, Williams N L, Zhang M, et al. A New Perspective of E-Trust in the Era of Social Media: Insights From Customer Satisfaction Data [J]. IEEE Transactions on Engineering Management, 2020, (99): 1-15.
[5]	XieNing Wang. Research on the Influence Factors of the Online Public Praise Based on the Trust Theory [C]. The International Conference on E-Business and E-Government, ICEE 2010, 7-9 May 2010, Guangzhou, China, Proceedings. IEEE, 2010.
[6]	Hansen D L, Shneiderman B, Smith M A, et al. Social media: New technologies of collaboration [J]. Analyzing Social Media Networks with NodeXL (Second Edition), 2020: 11-29.
[7]	GelbB. Johnson M. Word-of-mouth communication: Causes and consequences [J]. Journal of Health Care Marketing, 1995. 54-58.
[8]	Tam Thien Vo, Xinning Xiao, Shuk Ying Ho. How Does Corporate Social Responsibility Engagement Influence Word of Mouth on Twitter? Evidence from the Airline Industry [J]. Journal of Business Ethics, 2019, 157 (1): 1-18.
[9]	Mo Chen, Jingdong Chen. Effects of Internet Word-of-Mouth of a Tourism Destination on Consumer Purchase Intention: Based on Temporal Distance and Social Distance [C]. International Conference on Management Science and Engineering Management, 2018.
[10]	Carrigan M, Attalla A. The myth of the ethical consumer – do ethics matter in purchase behaviour? [J]. Journal of Consumer Marketing, 2001, 18 (7): 560-578.
[11]	J Lv, Wang T, Wang H, et al. The impact of information dissemination on purchasing behavior in social e-commerce environment [J]. Frontiers of Computer Science (print), 2020, 14 (6): 201-203.
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[14]	Jochen Mayerl, Henrik Andersen. Recent Developments in Structural Equation Modeling with Panel Data. Causal Analysis and Change over Time in Attitude Research [M]. Einstellungen und Verhalten in der empirischen Sozialforschung, 2019.
[15]	Paul Oosterveld, Harrie C. M. Vorst, Niels Smits. Methods for questionnaire design: a taxonomy linking procedures to test goals [J]. Quality of Life Research, 2019, 28 (6): 1-12.

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Fang Rui. (2022). An Empirical Study of the Relationship Between Online Comments and Users’ Purchasing Behavior in the Social E-commerce. Humanities and Social Sciences, 10(1), 21-30. https://doi.org/10.11648/j.hss.20221001.13

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ACS Style

Fang Rui. An Empirical Study of the Relationship Between Online Comments and Users’ Purchasing Behavior in the Social E-commerce. Humanit. Soc. Sci. 2022, 10(1), 21-30. doi: 10.11648/j.hss.20221001.13

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AMA Style

Fang Rui. An Empirical Study of the Relationship Between Online Comments and Users’ Purchasing Behavior in the Social E-commerce. Humanit Soc Sci. 2022;10(1):21-30. doi: 10.11648/j.hss.20221001.13

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@article{10.11648/j.hss.20221001.13,
  author = {Fang Rui},
  title = {An Empirical Study of the Relationship Between Online Comments and Users’ Purchasing Behavior in the Social E-commerce},
  journal = {Humanities and Social Sciences},
  volume = {10},
  number = {1},
  pages = {21-30},
  doi = {10.11648/j.hss.20221001.13},
  url = {https://doi.org/10.11648/j.hss.20221001.13},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.hss.20221001.13},
  abstract = {Trusted social relationships can shorten users' thinking time when shopping, and social relationships and online comments play an important role in users' purchasing decisions. The mechanism of online comments effect on users' purchase behavior has been theoretically supported, but its mechanism of action in the context of social shopping still lacks empirical testing. Based on the social E-commerce environment, this paper focuses on the relationship between online comments and users' purchasing behavior, constructs a measurement model of the relationship between them, puts forward a research hypothesis, and comprehensively uses factor analysis, correlation and regression analysis methods to test the hypothesis. The empirical findings show that there is a significant relationship between online comments and users' purchasing behavior in the social e-commerce, and online comments mainly affect users' perceived value and trust through the quality of comments, quantity of comments and timeliness of comments. Based on the findings of the empirical study, this paper puts forward specific strategies for social E-commerce to improve online comments, including: paying more attention to the marketing value of online comments and capitalizing on them, paying close attention to the quality and timeliness of online comments and enhance the perceived value of online users, grooming a leader of online comments to increase online users’ trust. This study aims at providing decision-making references for social e-commerce merchants on how to effectively use online comments to increase consumers' purchasing behavior.},
 year = {2022}
}

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TY  - JOUR
T1  - An Empirical Study of the Relationship Between Online Comments and Users’ Purchasing Behavior in the Social E-commerce
AU  - Fang Rui
Y1  - 2022/01/21
PY  - 2022
N1  - https://doi.org/10.11648/j.hss.20221001.13
DO  - 10.11648/j.hss.20221001.13
T2  - Humanities and Social Sciences
JF  - Humanities and Social Sciences
JO  - Humanities and Social Sciences
SP  - 21
EP  - 30
PB  - Science Publishing Group
SN  - 2330-8184
UR  - https://doi.org/10.11648/j.hss.20221001.13
AB  - Trusted social relationships can shorten users' thinking time when shopping, and social relationships and online comments play an important role in users' purchasing decisions. The mechanism of online comments effect on users' purchase behavior has been theoretically supported, but its mechanism of action in the context of social shopping still lacks empirical testing. Based on the social E-commerce environment, this paper focuses on the relationship between online comments and users' purchasing behavior, constructs a measurement model of the relationship between them, puts forward a research hypothesis, and comprehensively uses factor analysis, correlation and regression analysis methods to test the hypothesis. The empirical findings show that there is a significant relationship between online comments and users' purchasing behavior in the social e-commerce, and online comments mainly affect users' perceived value and trust through the quality of comments, quantity of comments and timeliness of comments. Based on the findings of the empirical study, this paper puts forward specific strategies for social E-commerce to improve online comments, including: paying more attention to the marketing value of online comments and capitalizing on them, paying close attention to the quality and timeliness of online comments and enhance the perceived value of online users, grooming a leader of online comments to increase online users’ trust. This study aims at providing decision-making references for social e-commerce merchants on how to effectively use online comments to increase consumers' purchasing behavior.
VL  - 10
IS  - 1
ER  -

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Author Information

Fang Rui

School of Digital Economics, Changzhou College of Information Technology, Changzhou, China

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APA Style

Fang Rui. (2022). An Empirical Study of the Relationship Between Online Comments and Users’ Purchasing Behavior in the Social E-commerce. Humanities and Social Sciences, 10(1), 21-30. https://doi.org/10.11648/j.hss.20221001.13

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ACS Style

Fang Rui. An Empirical Study of the Relationship Between Online Comments and Users’ Purchasing Behavior in the Social E-commerce. Humanit. Soc. Sci. 2022, 10(1), 21-30. doi: 10.11648/j.hss.20221001.13

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AMA Style

Fang Rui. An Empirical Study of the Relationship Between Online Comments and Users’ Purchasing Behavior in the Social E-commerce. Humanit Soc Sci. 2022;10(1):21-30. doi: 10.11648/j.hss.20221001.13

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@article{10.11648/j.hss.20221001.13,
  author = {Fang Rui},
  title = {An Empirical Study of the Relationship Between Online Comments and Users’ Purchasing Behavior in the Social E-commerce},
  journal = {Humanities and Social Sciences},
  volume = {10},
  number = {1},
  pages = {21-30},
  doi = {10.11648/j.hss.20221001.13},
  url = {https://doi.org/10.11648/j.hss.20221001.13},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.hss.20221001.13},
  abstract = {Trusted social relationships can shorten users' thinking time when shopping, and social relationships and online comments play an important role in users' purchasing decisions. The mechanism of online comments effect on users' purchase behavior has been theoretically supported, but its mechanism of action in the context of social shopping still lacks empirical testing. Based on the social E-commerce environment, this paper focuses on the relationship between online comments and users' purchasing behavior, constructs a measurement model of the relationship between them, puts forward a research hypothesis, and comprehensively uses factor analysis, correlation and regression analysis methods to test the hypothesis. The empirical findings show that there is a significant relationship between online comments and users' purchasing behavior in the social e-commerce, and online comments mainly affect users' perceived value and trust through the quality of comments, quantity of comments and timeliness of comments. Based on the findings of the empirical study, this paper puts forward specific strategies for social E-commerce to improve online comments, including: paying more attention to the marketing value of online comments and capitalizing on them, paying close attention to the quality and timeliness of online comments and enhance the perceived value of online users, grooming a leader of online comments to increase online users’ trust. This study aims at providing decision-making references for social e-commerce merchants on how to effectively use online comments to increase consumers' purchasing behavior.},
 year = {2022}
}

Copy | Download

TY  - JOUR
T1  - An Empirical Study of the Relationship Between Online Comments and Users’ Purchasing Behavior in the Social E-commerce
AU  - Fang Rui
Y1  - 2022/01/21
PY  - 2022
N1  - https://doi.org/10.11648/j.hss.20221001.13
DO  - 10.11648/j.hss.20221001.13
T2  - Humanities and Social Sciences
JF  - Humanities and Social Sciences
JO  - Humanities and Social Sciences
SP  - 21
EP  - 30
PB  - Science Publishing Group
SN  - 2330-8184
UR  - https://doi.org/10.11648/j.hss.20221001.13
AB  - Trusted social relationships can shorten users' thinking time when shopping, and social relationships and online comments play an important role in users' purchasing decisions. The mechanism of online comments effect on users' purchase behavior has been theoretically supported, but its mechanism of action in the context of social shopping still lacks empirical testing. Based on the social E-commerce environment, this paper focuses on the relationship between online comments and users' purchasing behavior, constructs a measurement model of the relationship between them, puts forward a research hypothesis, and comprehensively uses factor analysis, correlation and regression analysis methods to test the hypothesis. The empirical findings show that there is a significant relationship between online comments and users' purchasing behavior in the social e-commerce, and online comments mainly affect users' perceived value and trust through the quality of comments, quantity of comments and timeliness of comments. Based on the findings of the empirical study, this paper puts forward specific strategies for social E-commerce to improve online comments, including: paying more attention to the marketing value of online comments and capitalizing on them, paying close attention to the quality and timeliness of online comments and enhance the perceived value of online users, grooming a leader of online comments to increase online users’ trust. This study aims at providing decision-making references for social e-commerce merchants on how to effectively use online comments to increase consumers' purchasing behavior.
VL  - 10
IS  - 1
ER  -

Copy | Download