The Impact of Consumer Reviews on Consumer Purchasing Decisions


  • Wang ShengYi International College, Rajamangala University of Technology Krungthep, Thailand
  • Arti Pandey International College, Rajamangala University of Technology Krungthep, Thailand


Consumer Reviews, Consumer Behaviour, Consumer Purchase Decisions, Fake Reviews


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.

Author Biography

Wang ShengYi , International College, Rajamangala University of Technology Krungthep, Thailand

Corresponding Author: Arti Pandey,Ph.D.


Full-time Lecturer: Master of Business Administration Program (IC-RMUTK)

International College of Rajamangala University of Technology Krungthep (IC-RMUTK).

9th Floor, 50-Year Building, Rajamangala University of Technology Krungthep, 2 Nang linchi Road, Sathorn, Bangkok, 10120, Thailand

Tel: +66(0) 22879600, E-mail:



Dr. Arti Pandey received her Ph.D. from National Institute of Development Administration (ICO NIDA). She is a full-time lecturer at the faculty of Master of Business Administration at International College of Rajamangala University of Technology Krungthep. Her research is situated in the field of cross-cultural study, with a special focus on international selling. She teaches several courses on business and management to M.B.A. students. Ms. Wang ShengYi is my advisee in M.B.A. program


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