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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...

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Autores principales: Chen, Tao, Samaranayake, Premaratne, Cen, XiongYing, Qi, Meng, Lan, Yi-Chen
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Frontiers Media S.A. 2022
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.
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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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