The Impact of Online Comments on Consumer Attitude Change - Focus on the Key Concepts and Evidence of Attitude Change

As a form of online word-of-mouth (WOM), comments (or reviews) are way for consumers to understand products and judge the quality products. With widespread application reviews in e-commerce, directly affect consumers' purchasing decisions certain extent. This essay will try demonstrate that marketing information affected by users or consumers’ cognition, emotions, behavioral tendencies. Marketers could use as representative word mouth (WOM) persuade attitude change purchase. Meanwhile, through analysis main concepts such attitude, change, persuasion, discuss impact on consumer changes limitations. Additionally, it some potential