Researchers can obtain a large amount of consumption data, without having to collect it with great effort.Īt the same time, these data are real, real-time, and can be verified repeatedly. For example, the actual sales volume of different types of commodities can be seen by the proportion of positive online reviews and risk perception level of commodities. In recent years, with the popularity of online purchase and the rapid development of computer computing capabilities, people can use digital traces of online purchase to analyze online purchase behaviors to infer the factors that affect people’s purchasing decisions – analysis based on big data. The biggest advantage of psychological behavioral research in the laboratory is repeatability, can withstand repeated tests and can get causal inferences. For example, manipulate the proportion of positive online reviews, risk level and commodity types to explore the purchase intentions under these conditions, and then draw causal research conclusions. Most of the methods adopted to first propose research hypotheses under the guidance of theories or based on existing studies, and then test these hypotheses under strictly controlled experimental conditions in the laboratory. Psychologists often use behavioral experiments in the laboratory setting to study the influential factors of consumers’ consumption decisions. Consumption of some commodities is common, while others have personal characteristics, making the impact of online reviews and perceived risk different. Of course, the impact of this information on purchase intentions will be different which also depending on the type of commodities. Therefore, risk perception is also a psychological variable that affects consumer purchase behavior ( Lawrence and O’Connor, 2000).
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In addition, the risk perception of online purchase (when faced a buying situation, a consumer perceives a certain degree of risk involved in choice of a particular brand and how to buy it) also affects the purchase intention or decision ( Sun et al., 2006). Thus, online reviews can serve as a promising data source to predict online purchase behavior.
These reviews, as feed-backs of buyers, largely affect the purchase intention or purchase behavior of potential consumers. According to a survey report, 97.7 per cent of consumers refer to relevant reviews before online purchase. In this context, the study of online consumers’ purchase behavior has become the main field of consumer behavior. Online purchasing has become the main form of daily consumption. According to a report on January 2019, 74.8 per cent of netizens use online shopping.
The development of e-commerce and the popularity of the internet, more and more people are accustomed to online shopping, they choose to buy commodities and services what they need on online.
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