Proceedings of the 2022 8th International Conference on Humanities and Social Science Research (ICHSSR 2022)

The Mediating Effect of Perceived Value on Online Reviews’ Purchasing Intention--Perspective of Prospect Theory

Authors
Jianhua Dai1, a, Suoya Wang2, b*
1Jiangsu Collaborative Innovation Center of Science and Technology for Social And Public Security; School of Economics and Management, NJUST, Nanjing, China
2School of Economics and Management, NJUST, Nanjing, China
Corresponding Author
Suoya Wang
Available Online 1 June 2022.
DOI
https://doi.org/10.2991/assehr.k.220504.018How to use a DOI?
Keywords
online review; purchase intention; Prospect Theory; perceived value; the mediation effect
Abstract

Based on prospect theory, this paper studies the influence of online comments on consumers’ perceived value and purchase intention from the perspective of bounded rationality, analyzes the mediating role of consumers’ perceived value, understands the psychological changes of consumers, and enriches the theoretical framework of consumer purchase behavior research. Consumer perceived value was measured based on prospect theory. A model of online reviews’ influence on consumers’ purchase intention based on the mediating effect of perceived value was proposed. A scenario simulation experiment was conducted in the form of questionnaire to test the proposed model. Consumer perceived value measured based on prospect theory has a complete mediating effect between online reviews and consumers’ purchase intention. The quantity, quality, emotional orientation and source credibility of online reviews significantly affect consumers’ perceived value, and thus their purchase intention.

Copyright
© 2022 The Authors. Published by Atlantis Press SARL.
Open Access
This is an open access article distributed under the CC BY-NC 4.0 license.

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Volume Title
Proceedings of the 2022 8th International Conference on Humanities and Social Science Research (ICHSSR 2022)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
1 June 2022
ISBN
978-94-6239-580-0
ISSN
2352-5398
DOI
https://doi.org/10.2991/assehr.k.220504.018How to use a DOI?
Copyright
© 2022 The Authors. Published by Atlantis Press SARL.
Open Access
This is an open access article distributed under the CC BY-NC 4.0 license.

Cite this article

TY  - CONF
AU  - Jianhua Dai
AU  - Suoya Wang
PY  - 2022
DA  - 2022/06/01
TI  - The Mediating Effect of Perceived Value on Online Reviews’ Purchasing Intention--Perspective of Prospect Theory
BT  - Proceedings of the 2022 8th International Conference on Humanities and Social Science Research (ICHSSR 2022)
PB  - Atlantis Press
SP  - 88
EP  - 96
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.220504.018
DO  - https://doi.org/10.2991/assehr.k.220504.018
ID  - Dai2022
ER  -