Analysis of Customer Review Perception Pathways in Social Commerce Based on Customer Perception

Abstract

This paper delves into the perception pathways of customer reviews in social commerce and their impact on purchase
decisions. The study reveals that customer reviews, whether positive or negative, signifi cantly infl uence potential customers' purchasing
decisions. Therefore, businesses should actively respond to and optimize review systems, use customer reviews for targeted marketing, and
establish feedback mechanisms between reviews and product development. Case analyses further underscore the importance of customer
reviews. Additionally, the method, content, and credibility of reviews emerge as key factors influencing purchasing decisions. Looking
ahead, more attention should be given to new trends in customer reviews, the integration of targeted marketing and product development,
the measurement of review credibility, and the perception diff erences of customer reviews across cultural backgrounds. As social commerce
continues to globalize, future research is expected to provide strong support and practical guidance for businesses' international development.