Online product reviews have become increasingly important to consumers as they rely on these to make purchase decisions. In fact, a recent study discovered that consumers will purchase a product with at least five positive online reviews, a probability that is over three times higher than products that do not have any reviews.
However, studies have yet to identify the exact mechanism through which the quality of reviews affects purchase intention. The current study proposes a new conceptual model for product evaluation. It also analyzes the effect of reviews on consumer behavior by conducting an eye-tracking experiment to examine the relationship between visual browsing and purchasing intentions. Visit this page to learn more relating to the subject.
The study found that consumers' purchase intention was correlated to the level of visual attention they paid to a review. This was interpreted as an eye-tracking measure of fixation dwell time. Among other findings, it was also determined that negative comments trumped positive ones when it came to increasing consumers' purchase intentions.
Considering the influence of reviews on consumer behavior, businesses should be prepared to respond to them. These responses are important because they keep brand control, and can result in greater revenue. Using a review management platform can help with this task, as it facilitates a better distribution of reviews. Product reviews have been found to increase total conversions by up to 10%.
While reviewing the impact of online reviews, it is important to look at both quantitative and qualitative data. A recent survey showed that 58% of customers read online reviews on a weekly basis. Another interesting statistic revealed that 78% of consumers were satisfied with a review after reading it. Having more than four negative reviews is associated with a 70% drop in sales.
Although it can be challenging to determine the exact mechanism through which online product reviews are responsible for influencing consumer behavior, the results of this study provide some useful insight. One of the most interesting aspects of the study was the finding that female consumers paid more attention to negative review comments than their male counterparts.
Interestingly, the study revealed that the best online product review was the one which included both positive and negative elements. More specifically, the best reviews were those which included a high level of negative emotion, as well as a high level of positive emotion. Moreover, it was found that the positive emotions and the negative emotions were more likely to have a corresponding effect on the consumers' purchase intention. To get detailed info about online product reviews, view more here!
For many, the most important implication of this study is the realization that online product reviews are becoming more and more important to consumers. Online reviews are not only helpful in determining if a product is suitable for a person, but they can also help reduce product returns. Lastly, reviews are often easier to accept by other consumers. So, it makes sense to use reviews to help a business improve its online presence and customer experience.
By understanding the importance of online product reviews, business owners can take advantage of the valuable feedback from consumers and bolster SEO efforts. The study has highlighted the need for more academic research into the topic. Knowledge is power and so you would like to top up what you have learned in this article at: https://en.wikipedia.org/wiki/User_review.