The Impact of Online Additional Reviews on Consumer's Purchase Process

As the supplement of buyers’ original reviews on products, online additional reviews were supported by some B2C websites recently. That is to say, consumers could post their recommendations or comments again in several months. This paper attempts to measure the impacts of additional reviews on consumers, as well as to investigate whether they are different from those of original ones. The authors results not only indicate that purchasing intention, attitude certainty and after-sales service have significant relationship with additional reviews, but also show that additional reviews have greater influence on consumers than original ones. But contrary to the authors expectations, as for the impacts of additional reviews on consumer’s attitude certainty, no significant difference can be found between different product types, as well as between consumers with different involvement levels. Thier research fills the online reviews gap, and the empirical implication of additional review provides a reference to B2C ecommerce practice. The Impact of Online Additional Reviews on Consumer’s Purchase Process