The influence of online consumer reviews on consumer buying behavior for household appliances category

The rise of e-commerce has transformed the way people shop for products and services, and the increasing availability of online consumer reviews has become a powerful tool for influencing consumer buying behavior. As a result, there is a growing need to understand the impact of online consumer reviews on consumer decision-making and to develop strategies to leverage them to influence purchasing patterns. Research problem addressed in this paper is - how to leverage online consumer reviews aiming to influence consumer buying behavior. The object of the paper ¬is the influence of online consumer reviews on consumer buying behavior. The aim of the paper – based on the theoretical analysis and empirical research results to provide recommendations for online consumer reviews leveraging influencing consumer buying behavior for household appliances category. In order to achieve the aim of the paper, the following objectives were set: to analyze theoretically the influence of online consumer reviews on consumer buying behavior, based on the prepared methodology to conduct empirical research to investigate the influence of online consumer reviews on consumer buying behavior, and to provide practical recommendations for online consumer reviews leveraging influencing consumer buying behavior. Research methods. Theoretical literature analysis, survey, expertise interview, descriptive statistics analysis, correlation analysis, solution design approach. Results: online customer reviews have developed into a powerful marketing tool, affecting consumer purchasing decisions, closing the knowledge gap, and influencing brand awareness and client relationships. Additionally, e-commerce enterprises may benefit from greater conversions, increased site traffic, improved consumer interaction and loyalty, and priceless information for decision-making and market anticipation thanks to good online review management and use. Conclusions: the created model for leveraging online customer reviews provides e-commerce companies with a tactical framework to successfully harness the power of customer feedback, resulting in greater conversions, increased site traffic, improved customer engagement, and useful information for informed decision-making. This paper is practical solutions oriented final master thesis. Key words: buying behaviour, consumers, household appliances, influence, reviews