In order to understand the effect of online reviews on consumer purchase behavior, more than 400 Taobao shops' online reviews are collected. Based on SO -R model (Stimulus-Organism-Response Model), this paper studies the influence on consumer purchase behavior according to online reviews of experience goods from a new perspective of consumer learning. Using SPSS 19.0 software for data analysis and assumptions, statistical results show that the positive reviews, describing rating, picture reviews, appended reviews and cumulative reviews have an effect on consumer purchase behavior. The moderate reviews, negative reviews, logistics rating and service rating are not significant in the results. Finally, this paper puts forward suggestions and summary.

Online consumer reviews (OCRs) provide important information about the reviewed product or service and have a significant effect on consumers' purchase intention. In the context of OCRs, mobile devices have made it easier for consumers to post and browse OCRs. Prior research has found that review's device serves as a credibility cue that influence consumers' purchase decision. However, whether review's mobile phone price serves as a social cue that influences consumers' purchase intention is unknown. To address this gap, this research explored the underlying neural mechanism of the review's mobile phone price on the consumers' purchase intention by applying the event-related potentials (ERPs) approach. Behaviorally, a higher purchase rate and reduced reaction time were observed for the high-price condition compared to the low-price condition, indicating that the high-price condition was more favorable to the participants. At the neural level, the high-price condition elicited an attenuated N400 and an increased late positive potential (LPP) compared with the low-price condition, suggesting a more positive evaluation of the high-price condition. These results showed the positive impact of the review's mobile phone price on consumers' purchase intention and its potential neural substrates.

Based on previous design theories which focus only on artifacts, we study the factors of social commerce design with application environment and human capabilities. By comparing social commerce design model and information model, we develop a new social commerce design model, further exploring user requirements after shopping, including the exploration of brand community, sharing offline social shopping experience and the improvement of user social skills. According to the new model, we revealed the common features of social commerce design, including the individual, conversation, community, commerce and management levels. Besides, this paper pointed out social commerce design research problems in future.

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