The Effects of Online Review Attributes on Purchase Intention through Customer Utilization

The vitalization of e-commerce due to the rapid development of Internet technology is having a great impact on the emergence of online shopping platforms and people's consumer lives. Various online platforms for each type of product have emerged as an important means for companies to promote their products and enhance their reputation. The importance of online reviews has recently been emphasized on online shopping platforms that have the advantages of easy comparison of various products and low prices. We are actively using means to induce reviews, such as review events and experience groups, and the fact that these online reviews inform and appeal of the product itself will affect consumers' choices and purchase intentions. This paper focuses on the influence of online reviews on consumers' product consumption choices in e-commerce. Therefore, this study clarified the concept of online reviews and consumers' purchase intentions by classifying them into previous studies on online reviews and four attributes, the number of reviews (volume), image presence or absence, emotion index, and author's ripple power. In addition, in this study, the two parameters, information provision and reliability, were presented as customer utilization, and a research model was constructed corresponding thereto. Samples were collected using a questionnaire and empirically analyzed using SPSS 23.0 and Smart PLS 4.0 (structural equation package) to verify the hypothesis. The following conclusions were drawn. First, H1-3 was rejected because the emotion index did not affect the information provision. H1 was partially adopted. Second, H2-3 was rejected because the emotion index did not affect the reliability. H2 was partially adopted. Third, H3 was adopted because information provision has a positive effect on purchase intention. Fourth, H4 was adopted because reliability has a positive effect on purchase intention.