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How Online Customer Reviews Have Influenced Customer Buying Behavior

Consumers place higher importance on negative information. This is because negative impulses attract attention and act as more potent stimuli than positive ones. Therefore, consumers will be less favorable if more negative reviews are online. This research will explore the influence of online reviews on consumer buying behavior.

Positive and negative online customer reviews influence customer buying behavior.

A recent study found that both positive and negative online customer reviews significantly impact the purchasing intentions of consumers. Consumers with a high ratio of positive reviews were more likely to buy the product. Conversely, those with low ratios were less likely to buy the commodity. Although these findings are inconclusive, it is essential to know that positive online reviews significantly influence consumers’ decisions. This insight has implications for merchants looking to improve their product reviews.

Research has shown that many negative consumer reviews affect purchasing intentions. Consumers place a higher emphasis on negative information than positive information. Negative impulses are more potent stimuli, so they attract more attention than positive ones. When the proportion of negative reviews increases, consumers’ intentions to buy decline. In addition, consumers develop negative expectations when they encounter negative reviews online. The following section will examine how online reviews influence purchasing intentions.

In addition to the direct effect of positive reviews on purchase intention, they may also indirectly impact the customer’s risk perception. The study also found a negative correlation between negative online reviews and purchase intentions. Negative reviews were significantly more likely to predict purchase behavior than positive ones. This suggests that online reviews may influence consumer buying behavior but don’t necessarily influence it. Positive reviews may be a promising data source, but their impact depends on the commodity type.

Consumers read reviews based on their experiences. They assume that the reviewer has used a product or service and is familiar with its shortcomings. A positive review reflects an established company’s authority in the industry, suggesting that the company has helped other customers fall in love with its product. Conversely, a negative review may detract from a company’s reputation. Therefore, it is essential to understand both positive and negative reviews to manage them effectively.

If a customer leaves a review that does not reflect their overall satisfaction, an excellent way to respond is to offer a discount or promo code. This will show that you care about your customers and will go out of your way to provide a better customer experience. Furthermore, customers are more likely to contact you first to resolve a negative review if they feel they aren’t getting what they need. 


Hedonic product reviews are more likely to attribute negative opinions to non-product-related reasons.

A recent study shows that readers of hedonic product reviews attribute negative opinions more frequently to the reviewer’s internal motivations than to the product’s features. This effect is stronger than the one observed in helpful product reviews. This finding is consistent with previous research showing that readers often attribute negative opinions to reasons unrelated to the product. Despite this finding, future research needs to examine whether consumer expertise moderates the effect of valence.

Consumers make purchasing decisions about products with positive attributes because they hope to receive high emotional satisfaction from the product. Similarly, consumers who purchase products with negative traits do not do so because they are seeking dissatisfaction. Negative enjoyment attributes are not as potent in influencing consumers’ purchasing decisions, but they can still influence purchasing decisions. Therefore, positive enjoyment attributes are more potent than negative functional attributes.

A recent study found that expert consumers are more sensitive to negative reviews than novice consumers. In addition, expert consumers were more likely to attribute negative reviews to non-product-related reasons than novices, indicating that negative product reviews can influence purchase intentions more strongly than positive ones. The positivity effect is more likely present when consumers are more informed about the product’s features.

The positive effect of online reviews is more potent for novices than experts. A positive review will influence consumers’ trust in the product, while a negative one will inhibit purchase decisions. In addition, negative reviews may discourage other consumers from purchasing the product and influence merchant sales. Nevertheless, both types of reviews affect the purchase intention of consumers. However, negative reviews tend to influence purchase intentions more than positive ones.


They describe the actual use of products.

How online customer reviews have influenced customer buying behavior is a question that continues to occupy researchers. In particular, it has been shown that online reviews impact product expectations and how customers behave after purchasing a product. This study has important implications for online retailers’ return policies. But the question is, how far have online reviews gone? And how do online customers benefit from this? Here are some examples of how online reviews have influenced customer buying behavior.

Consumer reviews are comments from a consumer’s perspective. They often describe their experiences with a product. Other consumers accept the comments more readily because real people write them. This has a dramatic effect on how consumers make decisions. Before an online review can impact a consumer’s buying behavior, you must consider many factors.

When online reviews have a low value, they harm the product, lowering its optimal price. It also lowers demand, reducing the profit of the Seller. On the other hand, moderate-quality reviews positively impact both the product and the seller. These two factors are related, but the overall effect of online reviews is similar. As a result, online reviews can influence price, demand, and profit for both the seller and the consumer.

Besides influencing purchasing behavior, the study also shows that online reviews affect consumers’ attentional bias. Female consumers, for instance, tend to pay more attention to negative reviews. So, practitioners need to pay special attention to such reviews. And this may be one of the reasons for the importance of customized product and service information. The research results are promising. With the help of the latest technology, online reviews have become an essential source of information for consumers.


They influence younger adults’ buying behavior.

Using online customer reviews to inform buying decisions is common, but how does it affect younger consumers? The study’s findings suggest that online reviews are particularly effective when purchasing furniture. However, various other factors also play a role in the overall effect.

The study shows that the content of online consumer reviews influences both older and younger adults. However, in the case of older adults, negative reviews influence them more than positive reviews. Younger adults’ perception of negative reviews depends mainly on how well they can read them. Moreover, negative reviews often have more impact than positive reviews because negative reviews carry more weight than positive ones. The study also shows that the effect of reviews may weaken over time as older people change their cognitive abilities, affect, and motivations.

The researchers found that even though older adults were not affected by positive product ratings, they were more likely to select the better-rated product. This result shows that older participants’ decision-making skills are influenced by the ratings that others have given them. It’s also evident that younger consumers were more likely to focus on the attributes of products than older adults, which might explain why they were more likely to choose the more expensive product.

Regarding the content of reviews, women pay more attention to negative than positive reviews. Moreover, their fixation dwell time was significantly higher when negative comments were displayed. However, if the content of the reviews is positive, men tend to pay less attention to the negative ones. Overall, the study reveals that the content of online reviews positively impacts the purchasing behavior of younger adults. There are also some exciting results for advertisers.