The Effect of Customer Reviews on Purchase Intention in Online Open Market

The purpose of this study is to investigate the effect of customer review on purchase intention in open market of online shopping. Customer reviews of open market are composed of contents’ characteristics, direction of positive and negative, type of expertise, credibility, and similarity. The results show that there are significant differences on purchase intention by contents’ characteristics and direction of customer reviews. It is identified that significant differences on type of expertise, credibility, and similarity by contents’ characteristics and direction of customer reviews. Also, expertise, credibility, and similarity of objective and positive customer reviews affect significantly purchase intention. If the contents of customer reviews are objective and positive, expertise, credibility, and similarity of it affect significantly purchase intention.