An Empirical Study for Online Supplemental Reviews Impact on Consumers’ Purchase Intention

Fangfang FU, Jianping WU


In order to let buyers and sellers make more sensible buying or selling decisions based on the E-WOM. This paper explored the relationship between the online
supplemental reviews and buyers’ purchase intention by empirical study. Dataset included 281 valid questionnaires, and investigation of the research questions relied on the statistical procedures of analysis of variance. Based on research, the conclusion suggested that the buyers’ purchase intention was influenced by more supplemental reviews than by the original reviews. Moreover, when the original reviews are positive or neutral, the positive supplemental reviews will enhance purchase intention; on the contrary, it will be weakened when two types of
reviews are negative. Besides, the relationship between different reviews and purchase intention was found to vary as a function of review sentiment as well as product types.


Original reviews; Supplemental reviews; Product type; Purchase intention

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