Study on the Impact of Additional Comments on Consumers' Purchase Decisions: Comparative Analysis Based on Hedonic and Practical Products

Abstract

The impact of additional comments on the consumers' decision-making of online shopping has become increasingly prominent. Based on the previous studies, this paper constructed a related conceptual model. Multiple regression analysis was conducted for different types of products. The results showed that for hedonic products, the quality, time interval of additional comments, additional comments with pictures and contradictory additional comments can positively influence consumers' perceived usefulness. For practical products, the number, time interval of additional comments, additional comments with pictures and contradictory additional comments can positively influence consumers' perceived usefulness. For hedonic and practical products, consumers' perceived usefulness can positively influence consumers' purchasing intention, which can positively influence consumers' purchase decisions. At the same time, targeted suggestions were proposed for sellers according to the different impact of additional comments on hedonic and practical products on consumers' purchase decisions.