Purpose To explore the psychological mechanism through which consumer reviews affect people’s purchasing decisions and behavior, this study aims to examine the impact of statistical evidence embedded in product reviews on consumers’ perceptions and purchasing intentions. Design/methodology/approach The effects review valence and review volume are tested using a 3 (valence: positive vs neutral vs negative) × 2 (volume: high vs low) quasi-experimental design and online questionnaires. Findings The study finds that review valence has a stronger impact on consumers’ perceptions than review volume does. Negative reviews induce higher risk perception and a less favorable attitude toward purchases compared to positive reviews. In addition, although both attitude toward purchase and subjective norm are good antecedents of purchase intention, the attitude statistically has a stronger impact than the subjective norm. Research limitations/implications This study contributes to extant literature from three perspectives. The authors have reexamined the findings of econometric models and advanced their implications by explaining the related psychological changes in people’s perceptions. Second, the authors have extended the application of the theory of reasoned action and found it to be a good fit in explaining consumers’ behavior related to consumer reviews. And finally, the authors have provided a clear guideline on the magnitude of the effects of review valence and volume on consumers’ perceptions. Originality/value This study provides a good complement to econometric studies from both theoretical and practical perspectives. It bridges the gap between exploratory studies and behavioral studies in the field of consumer reviews.

中文翻译：

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审查价和审查量是否会影响假定的消费者购买决策？

目的为了探讨消费者评论影响人们购买决策和行为的心理机制，本研究旨在检验产品评论中嵌入的统计证据对消费者观念和购买意愿的影响。设计/方法/方法使用3（价：阳性vs中性vs阴性）×2（量：高vs低）准实验设计和在线调查问卷对效果评价价和评价量进行测试。结论研究发现，评价价比评价量对消费者观念的影响更大。与正面评价相比，负面评价会导致较高的风险感知和对购买的不良态度。另外，尽管对购买的态度和主观规范都是购买意愿的先决条件，从统计学上讲，态度比主观规范具有更强的影响。研究的局限性/意义本研究从三个角度为现有文献做出了贡献。作者已经重新审视了计量经济学模型的发现，并通过解释人们观念中的相关心理变化来提高其含义。其次，作者扩展了合理行动理论的应用范围，发现它非常适合解释与消费者评论相关的消费者行为。最后，作者提供了清晰的指南，说明了评论价和数量对消费者认知的影响程度。独创性/价值本研究从理论和实践角度为计量经济学研究提供了很好的补充。