Influence of online reviews on consumer purchase behavior: a case of Vietnam

Main Article Content

Cuong Hung Pham

Abstract

The web-based atmosphere has a solid similarity with this present reality and is found in pretty much every edge of the world. The web has turned into a compulsory release in living souls. The significant change in the shopping system sped up the simplicity and comfort of individuals yet has left provisos in making up for the shortfall of substantial quality and confirmation at the cost paid. A comment from a past client or a specialist is a flat out determinant in deciding the legitimacy of the products and lifts its deal, on the web. The principle reason for the review is the fi nd which sort of audits influence the purchaser merchandise buy goal. This study depicts about the change in the example of internet shopping and weights on factors that can help in entrusting trust in clients who buy purchaser merchandise over the web. Vietnam is known as a developing economy that has embraced web for valuable purposes. The new review is observational in nature. It includes an example size of 358 respondents that has been gathered through an organized poll. The information has been gathered from the respondents based on purposive examining and has been dissected with the assistance of mean score and various relapse. It was found from the review that the main parts of online surveys are they give stowed away data about item highlights and use these are the primary thing that one alludes prior to making items Extended audits give through data about the item and more accommodating. A large portion of the types of online audits decidedly affect buy aim. Nonetheless, buy purpose isn't impacted by - I generally have faith in internet based audits and online surveys are one-sided.

Downloads

Download data is not yet available.

Article Details

Section
Contemporary Issues on Management, Engineering and Economics

References

Cho, J., Binh, L. D., & Giang, V. T. H. (2016). The impact of mobile advertising on Vietnamese consumer buying decision. International journal of research studies in management, 5(1), 3-18.

Chonpracha, P., Ardoin, R., Gao, Y., Waimaleongora-Ek, P., Tuuri, G., & Prinyawiwatkul, W. (2020). Effects of intrinsic and extrinsic visual cues on consumer emotion and purchase intent: A case of ready-to-eat salad. Foods, 9(4), 396. https://doi.org/10.3390/foods9چ040396.

Dauriz, L., Michetti, A., Sandri, N And Zocchi, A. (2014). Digital Luxury Experience. McKinsey & Company. Italy. Retrieved from www.mckinseyonmarketingandsales.com

Ding, Y., Desarbo, W. S., Hanssens, D. M., Jedidi, K., Lynch Jr., J. G., & Lehmann, D. R. (2020). The past, present, and future of measurements and methods in marketing analysis. Marketing Letters, https://doi.org/10.1007/s11002-020-09527-7.

Ferguson, R. (2016). Word of mouth and viral marketing: Taking the temperature of the hottest trends in marketing. The Journal of Consumer Marketing, 25(3), 21-29.

Goel, D. And Devi, G. (2014). A review on impact of viral marketing. Global Journal of Multidisciplinary Studies, 3 (3), 18-32.

Graham, K. W., & Wilder, K. M. (2020). Consumer-brand identity and online advertising message elaboration: effect on attitudes, purchase intent and willingness to share. Journal of Research in Interactive Marketing.14(), 23-33. https://doi.org/10.1108/JRIM-01-2019-0011.

Hoang, P.T., Chi, T.T.H., Tuan, N.K And Linh, L.H. (2016). Factors affecting Online shopping trends of Vietnamese Youth. International Journal of Economics, Commerce and Management, United Kingdom, 4(4), 45-63. Retrieved from http://ijecm.co.uk/

Hoang, T. P., Van, N. T., Thi, L., Huong, M., Nam, V., & Van, P. T. H. (2015). The factors affecting the decision to shop online of Vietnamese youth in fashion field. International Journal of Research in Finance and Marketing, 2(11).

Humphreys, A., & Wang, R. J. H. (2018). Automated text analysis for consumer research. Journal of Consumer Research, 44(6), 1274–1306.

Kaikati, A And Kaikati, J. (2004). Stealth marketing: How to reach consumers surreptitiously. California Management Review, 46(4).

Khuong, M. N., & Huong, T. T. (2016). The Influence of social media marketing on Vietnamese traveller’s purchase intention in tourism industry in Ho Chi Minh City. Journal of Economics, Business and Management, 4(4), 280-285.

Khairullah, D. Z., & Khairullah, Z. Y. (2016). A Study of Vietnam and its Marketing Implications. International Journal of Business and Social Science. 7 (2), 34-55.

Li, K., Chen, Y., & Zhang, L. (2020). Exploring the influence of online reviews and motivating factors on sales: A meta-analytic study and the moderating role of product category. Journal of Retailing and Consumer Services, 55, 102107. https://doi.org/10.1016/j.jretconser.2020.102107.

Macinnis, D. J., & Folkes, V. S. (2009). The disciplinary status of consumer behavior: a sociology of science perspective on key controversies. Journal of Consumer Research, 36(6), 899–914.

Malerba, F., Nelson, R., Orsenigo, L., & Winter, S. (2007). Demand, innovation, and the dynamics of market structure: The role of experimental users and diverse preferences. Journal of Evolutionary Economics, 17(4), 371-399.

Schumann, D. W., Haugtvedt, C. P., & Davidson, E. (2008). History of consumer psychology. In Haugtvedt, C. P., Herr, P. M., & Kardes, F. R. eds. Handbook of consumer psychology (pp. 3-28). New York: Erlbaum.

Wang, C. N., Dang, D. C., & Van Thanh, N. (2018). A Study on Factors of the E-Purchasing Product Intention toward a Dynamic Vietnamese Internet Shopping. International Journal of Economics and Finance, 10(10), 121-121.

Wilson, R. F. (2000). The six simple principles of viral marketing. Web marketing today, 70(1), 232.

Zinko, R., Stolk, P., Furner, Z., & Almond, B. (2020). A picture is worth a thousand words: how images influence information quality and information load in online reviews. Electronic Markets, 30(4), 775-789.