BUYER BEWARE: THE INFLUENCE OF ONLINE REVIEWS ON THE CONSUMER’S WILLINGNESS TO BUY

Trish Petak
Kansas Wesleyan University

ABSTRACT

Eighty percent (80%) of Americans shop online and most shoppers shop online daily or
weekly. Of the large percentage of Americans who shop online, the vast majority of those same
consumers read “online reviews” prior to a first-time purchase of a product or service. This study
proves that consumers do not only read online reviews, but consumers are significantly influenced
by positive and negative online feedback provided by other customers. This study investigates the
influence of “online reviews” on a consumer’s willingness or unwillingness to buy a product or
service. Utilizing a voluntary sample of participants who shop online, the researcher is able to
conclude specific findings from survey results and recommend business prioritization of a strong
and positive online review presence to influence a consumer’s willingness to buy, as an effective
strategy of customer acquisition.

Keywords: Shopping online, online reviews, customer reviews, consumer behavior, ecommerce