The Impact of Consumer Reviews on Consumer Purchasing Decisions
Keywords:
Consumer Reviews, Consumer Behaviour, Consumer Purchase Decisions, Fake ReviewsAbstract
This research examined the historical influence of user evaluations on Chinese consumers' purchase choices, looking at both physical things and intangible services. It used a mixed-methods research methodology, combining quantitative data from a participant survey with qualitative insights from focus groups. The participants, Chinese customers who had done online buying in the previous year, offered a large sample size for studying the impact of reviews. Positive ratings dramatically increased purchase probability, whereas bad reviews decreased it. Notably, the survey discovered a predominance of bogus reviews, classified as ' scams' rather than ' scans' - misleading tactics by businesses and customers that skewed buying choices. These phony evaluations came in various forms, including sponsored endorsements and false user feedback, and were methodically classified and studied. The study indicated that genuine customer evaluations are essential in affecting buyer behavior and suggested ways for recognizing and minimizing the impact of phony reviews.
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