The Online Reviews' Effects on Internet Consumer Behavior: An Exploratory Study

Consumer behaviors have always been the hot spot of the study. With the arrival of the network age and the popularity of e-commerce, the consumption pattern of shopping online is beginning. Until December of 2014, there were 649 million Internet users in China, and it's increasing. In the year of 2014, the number of most mainstream online shoppers has increased by 23.7% and shopping online has become an irresistible trend. New consumption mode can produce a new research subject, the study of Internet consumer behaviors becomes very important. This article used LocoySpider, a data mining software, to mine Taobao online reviews. Through the analysis of online reviews, we can study the effect of online reviews on consumer behaviors. During the study, we set the risk perception as intermediary variable. By the study, we can help the electronic commercial enterprises to attract customers, retain customers and reduce the information search cost.