The two main reasons are the following: First, the customer either has made a very positive experience with the vendor and he would like to recommend this publicly, by pronouncing an extensive praise on one or even several review sites. On the other hand it may be that the customer has made such a negative experience with a provider that he would like to warn other consumers against the brand. This means that the thought of revenge also plays a significant role in online shopping.
Following this study, conducted among 4,900 consumers in France, the United Kingdom and Germany, the IIN highlights the major influence of the Internet and constant compared to traditional media (Constantinides et al. 2010, p. 191). In all three countries surveyed, the online shopping was evident to be influenced by the online customer reviews. Customers articulate very affirmative contentment related to making use of of the Internet for approximately eighty-one percent of French respondents, this technology is supposed as the best one to save time and fifty percent believe that the Internet assists to formulate good purchase choices through online reviews (Constantinides et al. 2010, p. 191).
However, some concerns remain associated with the Internet, only 42% of Internet users believe that it is quite safe to buy or sell on the internet and, surprisingly enough, only 28% of French consumers have confidence in the information provided by companies on the internet, however, these consumers were relying more on the online reviews posted by different customers regarding the experience of using a particular product or service (Chan & Li 2010, p.1036).
两个主要的原因有以下几种：第一，顾客已作出了非常积极的经验与供应商，他想公开推荐，由一个甚至几个评论网站宣告了广泛的赞誉。另一方面，它可能是，客户提出了这样一个供应商，他想提醒其他消费者对品牌的负面经验。这意味着，复仇的思想也起到了重要的作用，在网上购物。
根据这一研究，在法国，英国和德国之间的4,900名消费者进行，IIN突出了重大影响，相比传统媒体（康斯坦丁尼等。2010年，第191页）的互联网和不断。在所有接受调查的国家中，网上购物的在线顾客评论明显受到影响。客户表达很肯定的满足约81％的法国受访者利用互联网有关，这种技术应该是最好的一个，以节省时间和百分之五十认为，互联网协助制定良好的购买选择通过网上的评论（康斯坦丁尼等，2010年，第191页）。
然而，与互联网相关的一些问题仍然存在，只有42％的网民认为，这是很安全的在互联网上购买或出售，令人惊讶的是，只有28％的法国消费者有信心，公司对所提供的信息互联网，但是，这些消费者更加依赖于不同的客户使用特定的产品或服务（陈李2010，p.1036）的经验，来自网上的点评。
