The Influence of Online Customer Reviews on the Spread of Electronic Word-of-mouth

This study focuses on the impact of online reviews on electronic word-of-mouth (eWOM) communication, specifically the number, nature, and form of reviews and how publishing platforms promote eWOM by reducing purchase risk. Using a sample of 264 Chinese online consumers, the study analyses the data with SPSS 22.0 to reveal the moderating effects of online engagement and company reputation on the relationship between consumer reviews and purchase risk. The results show that review characteristics significantly affect consumers' purchase intention and eWOM communication, providing empirical support for eWOM management and marketing strategies. The study also points out directions for future research.