Understanding the Impacts of Perceived Consumer Online Reviews on Consumer Purchase Intention

Online consumer product reviews, an important form of electronic word-of-mouth (eWOM), have attracted widespread attention from researchers. The reviews provide potential buyers with product comments and evaluations from a user's perspective. This paper examines how the sequence of negative reviews, the quantity of online feedback text and the quality of online comments affect consumer purchase intention. The experiments results suggest that the quantity and quality of online consumer product reviews have a positive effect on consumer purchase intention. However, consumers show a negativity bias for products when negative consumer reviews concentrate in the front.