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The study of the effect of online review on purchase behavior: Comparing the two research methods
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The purpose of this paper is to explain the difference and connection between the network big data analysis technology and the psychological empirical research method.
This study analyzed the data from laboratory setting first, then the online sales data from Taobao.comTaobao.com to explore how the influential factors, such as online reviews (positive vs negative mainly), risk perception (higher vs lower) and product types (experiencing vs searching), interacted on the online purchase intention or online purchase behavior.
Compared with traditional research methods, such as questionnaire and behavioral experiment, network big data analysis has significant advantages in terms of sample size, data objectivity, timeliness and ecological validity.
Future study may consider the strategy of using complementary methods and combining both data-driven and theory-driven approaches in research design to provide suggestions for the development of e-commence in the era of big data.
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The study of the effect of online review on purchase behavior: Comparing the two research methods
),
Abstract
The purpose of this paper is to explain the difference and connection between the network big data analysis technology and the psychological empirical research method.
This study analyzed the data from laboratory setting first, then the online sales data from Taobao.comTaobao.com to explore how the influential factors, such as online reviews (positive vs negative mainly), risk perception (higher vs lower) and product types (experiencing vs searching), interacted on the online purchase intention or online purchase behavior.
Compared with traditional research methods, such as questionnaire and behavioral experiment, network big data analysis has significant advantages in terms of sample size, data objectivity, timeliness and ecological validity.
Future study may consider the strategy of using complementary methods and combining both data-driven and theory-driven approaches in research design to provide suggestions for the development of e-commence in the era of big data.
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Jinghuan Zhang, Wenfeng Zheng and Shan Wang. Published in International Journal of Crowd Science. Published by Emerald Publishing Limited. This article is published under the Creative Commons Attribution (CC BY 4.0) licence. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this licence may be seen at http://creativecommons.org/licences/by/4.0/legalcode
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