How Perceived Factors of Review Contents Influence Consumers' Purchase Decision

Online customer review is one of the most important factors that influence customer purchase decision. Various factors of perceived value in review content will cause different impact on purchase decision. In this study, the decision tree approach was used to analyze the reviews collected from Tianmao and the purchase decision results collected from the simulation experiment system; in order to understand the impact of perceived value and its factors. The results show that the consequence of perceived risk is a negative tendency to purchase; while that of perceived benefit has a positive tendency, with a broader influence than that of perceived risk. And as expected, various factors of perceived value have different influence on the customers purchasing decision. This conclusion will instruct sellers to adjust their products factors to improve consumers satisfaction and increase their purchase rate.