Research of Young People's Decisions Model Based on Online Reviews

With the wide application of online reviews, consumer decisions depend on online reviews. The research analyzes that how online reviews have an influence on young people's decisions based on data of the questionnaire survey from the consumer psychology. We study the factors of online reviews to find out how they affect consumer decisions. The research builds the model of young people's decisions and analyzes factors of the reliability and validity testing with SPSS 21.0. And it also tests the model with AMOS 21.0. The study finds that young people's decisions have been influenced by factors of the credibility of the sender, content of reviews, form of reviews, potency of reviews, product involvernentand recipient professionalism. Simultaneously, content of reviews and potency of reviews have a greater impact on decisions than other factors.