In recent years, the improvement of Internet hardware, the population of Internet access more and more popular, led to the development of e-commerce. Because online shopping sites can provide 24-hour convenience services to meet different time periods of consumers, so online shopping has become one of the channels of consumption. According to a "Global Online Consumer Survey" by Nielsen Marketing, about 70 percent of consumers who engage in online shopping choose to believe that other consumers in online shopping comment or comment on goods or services after shopping. And consumers in the face of the virtual network environment, can not be sure the quality of goods, after-sales service and return sasier, in the process of shopping, consumers refer to the evaluation of the goods themselves and the number of goods collected, as a reference for whether to buy. Online merchants can also through the network evaluation, to understand the consumer′s satisfaction with the goods themselves or services, and thus enhance the consumer′s willingness to buy. This study of the relationship between the product evaluation of online shopping websites and the consumer′s buying behavior and willingness to buy, By collecting the product evaluation, the quantity purchased and the collection of goods in the shopping website, the following results are obtained by analyzing the statistical method of independent variables:
1.In shopping websites, there are significant differences in the impact of online product evaluation on consumer buying behavior.
2.In shopping websites, there are significant differences in the impact of online product evaluation on consumers′ willingness to buy。
3.In the shopping website, the number of items Favorite is positively correlated with the sales volume of the items。
Keywords: Online word-of-mouth, Online shopping, Perceived risk, willingness to buy