An Empirical Study on Consumer Purchasing Behavior based on Online Reviewsand the UTAUT2 Model
Abstract
Use of Technology 2 (UTAUT2) influence consumer purchasing behavior in e-commerce contexts. Employing a mixed-methods approach
with camera purchases as the research object, the investigation combines Python-based BTM topic modeling of scraped e-commerce platform
reviews with empirical analysis of 303 survey responses. Results demonstrate significant positive correlations between purchasing behavior
and effort expectancy, habit, price-value ratio, usage experience, service quality, and product evaluation, while performance expectancy shows
no direct effect. Purchase intention serves as a critical mediator. The research innovatively integrates objective text mining with UTAUT2, validating and refining the theoretical framework while providing data-driven marketing implications for e-commerce platforms and manufacturers.
Keywords
Full Text:
PDFReferences
[1] Chevalier J A, Mayzlin D. The effect of word of mouth on sales: Online book reviews[J]. Journal of marketing research, 2006, 43(3):
345-354.
[2] Li S G, Zhang Y Q, Yu Z X, et al. Economical user-generated content (UGC) marketing for online stores based on a fine-grained joint
model of the consumer purchase decision process: SG Li et al[J]. Electronic Commerce Research, 2021, 21(4): 1083-1112.
[3] Mudambi S M, Schuff D. What Makes a Helpful Online Review? A Study of Customer Reviews on Amazon.com[J]. MIS Quarterly,
2010, 34(1): 185-200.
[4] Park D H, Lee J, Han I. The effect of on-line consumer reviews on consumer purchasing intention: The moderating role of
involvement[J]. International journal of electronic commerce, 2007, 11(4): 125-148.
[5] Venkatesh V, Thong J Y L, Xu X. Consumer acceptance and use of information technology: Extending the Unified Theory of Acceptance and Use of Technology1[J]. MIS quarterly, 2012, 36(1): 157-178.
[6] Tangxiaoli Research on the mechanism of online comments' influence on consumers' purchase decision from the perspective of cognitive traits [d]. Yanshan University, 2020.doi:10.27440/d.cnki.gysdu.2020.001520.
[7] Xu Peixuan, Xu Shuhui, Wang Yuxuan Research on Influencing Factors of UAV takeout user behavior based on UTAUT model [j]. trade
show economy, 2026, (07):93-97. DOI:10.19995/j.cnki.CN10-1617/F7.2026.07.093.
DOI: http://dx.doi.org/10.70711/frim.v4i6.9679
Refbacks
- There are currently no refbacks.
