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Business and Leadership

In: Business and Management

Submitted By dylan270493
Words 1241
Pages 5
Managing diversity last seminar

One of the main changes in modern consumer behaviour has been the transition from a passive to an active and informed consumer. Internet enables customers to share their opinions on, and experiences with, goods and services with a multitude of other consumers. Online consumer reviews are used by prospective buyers of related products who are interested in obtaining more information from people who have purchased and used a product of interest. Word-of-mouth (WOM) is one of the most important information sources when a consumer is making a purchase decision as it is also a new trend of marketing. The arrival and expansion of the Internet has extended consumers' options for gathering product information by including other consumers' comments, posted on the Internet, and has provided consumers opportunities to offer their own consumption-related advice by engaging in electronic word-of-mouth (eWOM). eWOM can be defined as all informal communications directed at consumers through Internet-based technology related to the usage or characteristics of particular goods and services, or their sellers. The aim of this study is to assess the impact of, one type of electronic word-of-mouth (eWOM), the online consumer review, on purchasing decision of electronic products. This empirical study also focuses on the relationship between reviews and purchasing behavior.
Therefore, one question comes in our mind: How online reviews have changed consumers’ decision-making process?
Thus, we will firstly demonstrate what we know about the influence of online review on consmuers decision process and then we will see what we don’t kmow about this topic.

First Part: What we know
The consumer decision process generally begins when the consumer identifies a consumption problem that needs to be solved.
The decision making process identifies several…...

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