Click to Choice: The Influence of Online Feedback on Buying Behavior

Abstract

Marketers from all over the world have studied the concept of consumer purchase intention in order to better understand what motivates consumers to make purchases. In contrast, online reviews always provide consumers with objective opinions about specific products or brands. These reviews can always take the form of text and graphics, with the reviewer expressing their thoughts on the product and then uploading images or videos of the same item to the platform so that other customers can see their experiences with it. Independent customer reviews of various products purchased from the brand are published on various brand websites or e-commerce platforms. Customers who make purchases through online marketplaces are always welcome to contribute to these reviews by sharing their thoughts on the services they used or the products themselves, as well as whether they would recommend the same items to others. The study demonstrates the importance of online feedback and explore the factors that consumers consider before making an online purchase.