Examining the influence of membership levels on consumers' decision-making

With the rapid development of e-commerce, online reviews have become one of the factors that affect the consumer purchasing decision. This paper proposes to use integrated Receipt-Accept-Sample(RAS) model and membership level to analyze how online reviews affect consumers' purchasing attitude. The result shows that consumers with different membership levels often have different attitudes towards online reviews. Consumers with higher membership levels normally have a greater probability to receive online review information, but a lower probability to accept it. (C) 2015 Published by Elsevier B.V. This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/).