| Summary: | 碩士 === 國立中山大學 === 國際經營管理碩士學程 === 104 === The growth of the Internet has helped consumers to exchange information without the limitations of time and space, and the Internet, in turn, facilitates conversations between consumers. Since evaluations presented from the perspective of consumers are seen as more useful for purchase decision making, online consumer reviews have become a major reference for consumers’ shopping behavior. Consequently, consumer reviews have had significant influence on product sales.
To learn how online reviews influence consumer opinions, this study focuses on investigating the characteristics of the online consumer reviews which influence consumer’s purchase intentions. The results of this empirical research indicate that trustworthiness, volume of reviews, and perceived usefulness positively relate to purchase intentions. The author presents the implications of this study and recommendations for future research.
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