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

Consumerbehaviorshavealwaysbeenthehotspotofthestudy.Withthearrivalofthenetworkage andthepopularityofe-commerce,theconsumptionpatternofshoppingonlineisbeginning.Until Decemberof2014,therewere649millionInternetusersinChina,andit’sincreasing.Intheyearof 2014,thenumberofmostmainstreamonlineshoppershasincreasedby23.7%andshoppingonline hasbecomeanirresistibletrend.Newconsumptionmodecanproduceanewresearchsubject,the studyofInternetconsumerbehaviorsbecomesveryimportant.ThisarticleusedLocoySpider,adata miningsoftware,tomineTaobaoonlinereviews.Throughtheanalysisofonlinereviews,wecan studytheeffectofonlinereviewsonconsumerbehaviors.Duringthestudy,wesettheriskperception asintermediaryvariable.Bythestudy,wecanhelptheelectroniccommercialenterprisestoattract customers,retaincustomersandreducetheinformationsearchcost. KEywORdS Consumer Behavior, Data Mining, Online Reviews, Risk Perception