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Kore University of Enna
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Prof. Dr. Gabriela Topa
Social and organizational Psychology, Universidad Nacional de Educacion a Distancia
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Home > Archives > Vol. 10 No. 8 (2025): Published > Research Articles
ESP-3910

Published

2025-08-22

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Vol. 10 No. 8 (2025): Published

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Research Articles

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Copyright (c) 2025 Yegen Ouyang, En-wei Cao*, Pinghua Wu

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How to Cite

Yegen Ouyang, En-wei Cao, & Pinghua Wu. (2025). Study on the psychological influence mechanism of consumer reviews of ceramic products on purchasing decisions in e-commerce platforms. Environment and Social Psychology, 10(8), ESP-3910. https://doi.org/10.59429/esp.v10i8.3910
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Study on the psychological influence mechanism of consumer reviews of ceramic products on purchasing decisions in e-commerce platforms

Yegen Ouyang

Department of Management and Economics, Jingdezhen Ceramic university, Jingdezhen, China

En-wei Cao

Department of Management and Economics, Jingdezhen Ceramic university, Jingdezhen, China

Pinghua Wu

Department of Management and Economics, Jingdezhen Ceramic university, Jingdezhen, China


DOI: https://doi.org/10.59429/esp.v10i8.3910


Keywords: Consumer reviews; psychological influence; cultural identification; e-commerce; ceramic products


Abstract

This research paper investigates consumer reviews influence on buying decisions regarding ceramic products in online marketplaces where one cannot use touch to make the judgment. By exploiting the mixed-methods design, we paired natural language processing, machine learning, and a survey experiment involving 847 participants, to review 15,847 reviews on Taobao, JD.com and Amazon. Sentiment polarity, descriptive richness, and cultural but also emotional tone are review that were compared with psychological drivers like trust formation, perceived quality, cultural value, and functional assessment. Psychological permeability, or the state to which an attitude and decision making by a consumer can be affected by external sources of information (in the form of emotional and informational cues) turned out to be essential moderating factor that increased the influence of culturally enriched review narratives. In structural equation modeling, mediation effects were significant, where cultural background moderated the effects of cultural cues, such that the domestic consumers responded more on heritage related contents whereas international consumers focused on functions. Differences were noted platform-specific: on Taobao, interface design led to stronger persuasive effects of embedded-cultural reviews, whereas the mixed presentation style led to stronger positive and negative feedback salience on Amazon. This evidence helps to comprehend the role of informational quality, cultural resonance, and platform design interactive influence on the behavior in e-commerce. These outcomes have practical strategic brand implications in culturally rich categories of products where digital marketing has featured prominently, and where it is important to consider the matching review presentation with the psychological receptivity of consumers.


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