Online shopping has become an establish channel for consumer purchases and the reputation and quality assurance of major online retailers are generally accepted by consumers. Faced with a wide collection of online products, consumers rely on the information in product sales pages, in order to save time and reduce the risk of the online purchase (Bikhchandani et al., 1998). Among the information shown on a product page, online word-of-mouth (WOM) and online observation learning (OL) are two kinds of vital user-generated information. Researches has shown that, compared to traditional marketing activities, user-generated information is more powerful in the selection behavior of consumers (Trusov et al., 2009).
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