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Unveiling the Power of Online Reviews: Understanding their Influence on Consumer Behavior
Subject area: Management and Commerce · Area of research: Business and Management
Abstract
This study aimed to understand how online reviews influence consumer behavior regarding online shopping. Used quantitative and qualitative methods, such as questionnaires and surveys, to gather all the data and information needed from 150 respondents involved in this study. The respondents were individuals buying products over the internet and living in Pagsanjan, Lumban, Paete, Pakil, and Siniloan, Laguna. The questionnaire was composed of three parts: the respondent's demographic profile, the extent of online use, and the level of influence on consumer behavior. The proponents of this study utilized weighted mean and chi-square methods to analyze the influence of online reviews on consumer behavior when shopping online. The findings revealed that age and sex bore a non-significant relationship to the extent of using online reviews, while employment status and monthly income have shown otherwise. This result suggested that the respondents' economic and professional factors influenced how they assessed the quality of information that helped them in purchasing decisions. Moreover, people with a higher income level were more likely to be influenced by expensive products, while those with lower incomes prioritized the affordability and value of the products or services. This result revealed that income levels influenced consumers' product choices and purchasing decisions. Overall, online reviews and the level of influence on consumer behavior were shown to be highly significant.
Keywords
Consumer Behavior, Influence, Online Reviews, Online Shopping
How to cite this paper
@article{1708102,
author = {Allen C. Acupanda, Alron Lei C. Isoreta, Neyra Shannel R. Dalay, Jeremiah C. Aquino, Aleli I. Magtibay},
title = {Unveiling the Power of Online Reviews: Understanding their Influence on Consumer Behavior},
journal = {Iconic Research And Engineering Journals},
year = {2025},
volume = {8},
number = {10},
pages = {1036-1044},
issn = {2456-8880},
url = {https://www.irejournals.com/formatedpaper/1708102.pdf},
abstract = {This study aimed to understand how online reviews influence consumer behavior regarding online shopping. Used quantitative and qualitative methods, such as questionnaires and surveys, to gather all the data and information needed from 150 respondents involved in this study. The respondents were individuals buying products over the internet and living in Pagsanjan, Lumban, Paete, Pakil, and Siniloan, Laguna. The questionnaire was composed of three parts: the respondent's demographic profile, the extent of online use, and the level of influence on consumer behavior. The proponents of this study utilized weighted mean and chi-square methods to analyze the influence of online reviews on consumer behavior when shopping online. The findings revealed that age and sex bore a non-significant relationship to the extent of using online reviews, while employment status and monthly income have shown otherwise. This result suggested that the respondents' economic and professional factors influenced how they assessed the quality of information that helped them in purchasing decisions. Moreover, people with a higher income level were more likely to be influenced by expensive products, while those with lower incomes prioritized the affordability and value of the products or services. This result revealed that income levels influenced consumers' product choices and purchasing decisions. Overall, online reviews and the level of influence on consumer behavior were shown to be highly significant.},
keywords = {Consumer Behavior, Influence, Online Reviews, Online Shopping},
month = {April},
}