A Quantitative Study on the Influence of Consumer Characteristics on the Effectiveness of Online Comments

Abstract

In the rapidly evolving landscape of digital commerce, online comments wield substantial influence over consumer decisions. This study delves into the intricate interplay between consumer individual characteristics and the efficacy of online comments, offering a comprehensive investigation of their relationship. Drawing from established theoretical frameworks and considering demographic, behavioral, psychological, and cognitive attributes, we construct a conceptual model that encompasses a spectrum of variables. Utilizing a Likert five-point scale, a survey questionnaire was administered to over 500 participants via an internet-based platform. Subsequent data analysis, including reliability and validity assessments, correlation analyses, and stepwise regression, affirms the influential role of consumer characteristics in shaping the impact of online comments. The findings underscore the significance of behavioral tendencies, psychological dispositions, and cognitive traits in amplifying the efficacy of online comments. This study contributes to a deeper understanding of the dynamics underlying online comment effectiveness, enabling consumers to make informed decisions and aiding internet service providers in devising tailored marketing strategies. As the digital landscape continues to evolve, this research sheds light on the intricate dynamics between consumer attributes and the credibility of online comments in shaping contemporary consumer behavior and e-commerce trends.