Research on the influence of online reviews of fresh agricultural products on consumers'purchase decision

doi:10.14088/j.cnki.issn0439-8114.2022.06.038

Abstract

Abstract: The quality, form, quantity, valence of online reviews of fresh agricultural products and the credibility of reviewers were taken as independent variables, consumer' perceived risk and perceived usefulness were introduced as intermediary variables to explore the impact of these factors on consumer' purchase decision. The results showed that the quality, valence and form of online reviews of fresh agricultural products significantly affected the perceived risk; The quality, valence and form of online reviews of fresh agricultural products and the credibility of reviewers significantly affected the perceived usefulness; The perceived risk and perceived usefulness significantly affected the purchase decisions; In addition, the quality of online reviews of fresh agricultural products had a significant direct impact on the purchase decisions.

Key words: fresh agricultural products, online reviews, perceived risk, perceived usefulness, purchase decisions

CLC Number:

XU Wei-qi, ZHANG Jie. Research on the influence of online reviews of fresh agricultural products on consumers'purchase decision[J]. HUBEI AGRICULTURAL SCIENCES, 2022, 61(6): 195-200.

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