The Impact of Comments and Recommendation System on Online Shopper Buying Behaviour

The author aims at studying the influence of comments and recommendation on online shopping behaviours. With 285 study subjects, the author used experimental research design to study comments and recommendation system on online shopping experience, online shopping satisfaction, online shopping intention and items chosen. The data is analyzed by SPSS 15.0 and LISREL 8.8. The results show that comments and recommendation influence online shopping experience, online shopping satisfaction and online shopping intention directly. Online shopping experience and online shopping satisfaction influence online shopping intention significantly. There is remarkable positive relation between online shopping intention and items chosen.