This paper takes the textual features of online reviews as the research object, collects online shopping users' tendency to pay attention to the features when browsing the reviews before making online shopping decisions through questionnaires for empirical research, constructs a conceptual framework, and explores the influence of emotional cues and rational cues on consumers' purchasing behaviors in online reviews. The results show that both cues in positive comments have a significant positive effect on positive perceived quality, and the effect of emotional cues is more significant; both cues in negative comments have a significant positive effect on negative perceived quality, and the effect of rational cues is more significant; the positive perceived quality brought by positive comments has a certain effect on high purchasing behaviors, and the negative perceived quality due to negative comments has a certain effect on low purchasing behaviors and negative reviews and the negative perceived quality caused by them have a more significant impact. Based on the results, this paper suggests that enterprises should screen key reviews, identify strengths and weaknesses, pay attention to negative reviews, focus on the management of product perceived quality, improve the user feedback system, and enhance consumer satisfaction.

Guo Kejun. An Exploration of the Influence of Emotional and Rational Cues on Consumer Purchasing Behavior in Online Reviews. Academic Journal of Business & Management (2023) Vol. 5, Issue 26: 103-108. https://doi.org/10.25236/AJBM.2023.052616.

[1] Eslami, S.P., M. Ghasemaghaei and K. Hassanein, Which online reviews do consumers find most helpful? A multi-method investigation. Decision Support Systems, 2018. 113: p. 32-42.

[2] Srivastava, V. and A.D. Kalro, Enhancing the helpfulness of online consumer reviews: the role of latent (content) factors. Journal of Interactive Marketing, 2019. 48(1): p. 33-50.

[3] Zhai, X., M. Wang and U. Ghani, The SOR (stimulus-organism-response) paradigm in online learning: an empirical study of students’ knowledge hiding perceptions. Interactive Learning Environments, 2020. 28(5): p. 586-601.

[4] Chang, H., M. Eckman and R. Yan, Application of the Stimulus-Organism-Response model to the retail environment: the role of hedonic motivation in impulse buying behavior. The International review of retail, distribution and consumer research, 2011. 21(3): p. 233-249.

[5] Gao, Z. & Jiang, Ruochen, The effects of consumption scenarios and perceived quality on product premiums - An empirical study based on the vending machine industry. Journal of Beijing Technology and Business University (Social Science Edition), 2020. 35(06): pp. 15-27.

[6] Peng Feng, Cheng Xiaoyu & Li Yongqiang, An empirical study of factors affecting perceived quality of private label products. Journal of Sichuan University (Philosophy and Social Science Edition), 2008(03): pp. 106-111.

[7] Ai, Clock & Zeng, Xin, Based on the effect of sentiment totalization and information entropy on the usefulness of reviews in Ebay review data. Soft Science, 2019. 33(07): pp. 129-132+144.

[8] Xiang, Z., et al., A comparative analysis of major online review platforms: Implications for social media analytics in hospitality and tourism. Tourism Management, 2017. 58: p. 51-65.

[9] Sun Shiwei, Wang Chuan & Jia Lin, A study on the usefulness of e-commerce platform reviews based on multidimensional text features. Journal of Beijing Institute of Technology (Social Science Edition), 2023. 25(02): pp. 176-188.

[10] Dong, Y. F., A study on the influence of consumers' willingness to make customized purchases online. Electronic Commerce, 2020(07): pp. 47-49.