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The Impact of Online Reviews on Consumers’ Purchasing Decisions: Evidence From an Eye-Tracking Study
This study investigated the impact of online product reviews on consumers purchasing decisions by using eye-tracking. The research methodology involved (i) development of a conceptual framework of online product review and purchasing intention through the moderation role of gender and visual attenti...
Autores principales: | , , , , |
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Formato: | Online Artículo Texto |
Lenguaje: | English |
Publicado: |
Frontiers Media S.A.
2022
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Materias: | |
Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9216200/ https://www.ncbi.nlm.nih.gov/pubmed/35756238 http://dx.doi.org/10.3389/fpsyg.2022.865702 |
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author | Chen, Tao Samaranayake, Premaratne Cen, XiongYing Qi, Meng Lan, Yi-Chen |
author_facet | Chen, Tao Samaranayake, Premaratne Cen, XiongYing Qi, Meng Lan, Yi-Chen |
author_sort | Chen, Tao |
collection | PubMed |
description | This study investigated the impact of online product reviews on consumers purchasing decisions by using eye-tracking. The research methodology involved (i) development of a conceptual framework of online product review and purchasing intention through the moderation role of gender and visual attention in comments, and (ii) empirical investigation into the region of interest (ROI) analysis of consumers fixation during the purchase decision process and behavioral analysis. The results showed that consumers’ attention to negative comments was significantly greater than that to positive comments, especially for female consumers. Furthermore, the study identified a significant correlation between the visual browsing behavior of consumers and their purchase intention. It also found that consumers were not able to identify false comments. The current study provides a deep understanding of the underlying mechanism of how online reviews influence shopping behavior, reveals the effect of gender on this effect for the first time and explains it from the perspective of attentional bias, which is essential for the theory of online consumer behavior. Specifically, the different effects of consumers’ attention to negative comments seem to be moderated through gender with female consumers’ attention to negative comments being significantly greater than to positive ones. These findings suggest that practitioners need to pay particular attention to negative comments and resolve them promptly through the customization of product/service information, taking into consideration consumer characteristics, including gender. |
format | Online Article Text |
id | pubmed-9216200 |
institution | National Center for Biotechnology Information |
language | English |
publishDate | 2022 |
publisher | Frontiers Media S.A. |
record_format | MEDLINE/PubMed |
spelling | pubmed-92162002022-06-23 The Impact of Online Reviews on Consumers’ Purchasing Decisions: Evidence From an Eye-Tracking Study Chen, Tao Samaranayake, Premaratne Cen, XiongYing Qi, Meng Lan, Yi-Chen Front Psychol Psychology This study investigated the impact of online product reviews on consumers purchasing decisions by using eye-tracking. The research methodology involved (i) development of a conceptual framework of online product review and purchasing intention through the moderation role of gender and visual attention in comments, and (ii) empirical investigation into the region of interest (ROI) analysis of consumers fixation during the purchase decision process and behavioral analysis. The results showed that consumers’ attention to negative comments was significantly greater than that to positive comments, especially for female consumers. Furthermore, the study identified a significant correlation between the visual browsing behavior of consumers and their purchase intention. It also found that consumers were not able to identify false comments. The current study provides a deep understanding of the underlying mechanism of how online reviews influence shopping behavior, reveals the effect of gender on this effect for the first time and explains it from the perspective of attentional bias, which is essential for the theory of online consumer behavior. Specifically, the different effects of consumers’ attention to negative comments seem to be moderated through gender with female consumers’ attention to negative comments being significantly greater than to positive ones. These findings suggest that practitioners need to pay particular attention to negative comments and resolve them promptly through the customization of product/service information, taking into consideration consumer characteristics, including gender. Frontiers Media S.A. 2022-06-08 /pmc/articles/PMC9216200/ /pubmed/35756238 http://dx.doi.org/10.3389/fpsyg.2022.865702 Text en Copyright © 2022 Chen, Samaranayake, Cen, Qi and Lan. https://creativecommons.org/licenses/by/4.0/This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) and the copyright owner(s) are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms. |
spellingShingle | Psychology Chen, Tao Samaranayake, Premaratne Cen, XiongYing Qi, Meng Lan, Yi-Chen The Impact of Online Reviews on Consumers’ Purchasing Decisions: Evidence From an Eye-Tracking Study |
title | The Impact of Online Reviews on Consumers’ Purchasing Decisions: Evidence From an Eye-Tracking Study |
title_full | The Impact of Online Reviews on Consumers’ Purchasing Decisions: Evidence From an Eye-Tracking Study |
title_fullStr | The Impact of Online Reviews on Consumers’ Purchasing Decisions: Evidence From an Eye-Tracking Study |
title_full_unstemmed | The Impact of Online Reviews on Consumers’ Purchasing Decisions: Evidence From an Eye-Tracking Study |
title_short | The Impact of Online Reviews on Consumers’ Purchasing Decisions: Evidence From an Eye-Tracking Study |
title_sort | impact of online reviews on consumers’ purchasing decisions: evidence from an eye-tracking study |
topic | Psychology |
url | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9216200/ https://www.ncbi.nlm.nih.gov/pubmed/35756238 http://dx.doi.org/10.3389/fpsyg.2022.865702 |
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