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Why Online Reviews Have Such an Influence on Buyer Behavior?

Why do Online Reviews Have Such an Influence on Buying Behavior? There are a few factors that influence the effectiveness of reviews. These factors include the type of review, the commodity being reviewed, the language used, and the gender of the reviewer. By taking note of these factors, you can take advantage of the SEO benefits of online reviews. Listed below are some examples that have been identified on Pinpoint the key terms associated with each stage of the consideration cycle and use them to your advantage.


Review type

Researchers have found a significant relationship between review valence and purchase decisions. They used eye-tracking to measure how consumers process visual information. In their findings, they propose a conceptual model of how to review valence affects product choice, and they show that hedonic reviews influence consumer decision-making more than utilitarian ones. Hence, this study suggests that review valence can moderate the impact of other factors on buyer behavior.

Men tended to pay more attention to positive reviews, which led to a significantly shorter fixation dwell time. However, men focused less on negative reviews. This was not surprising, given that men are likelier to read negative reviews than women. In addition, men tended to spend longer reading positive reviews and more time digging them out. As a result, negative reviews had the opposite effect on buyer behavior. In contrast, women were less likely to read negative reviews, despite their shorter attention spans.

Consumers’ attentional attention to online reviews is associated with their gender. Female consumers were likelier to pay attention to negative comments and vice versa. This suggests that practitioners should take special care to tailor their services or products to suit the needs of female consumers. This study has implications for practitioners and for researchers. However, further research is required to understand how reviews influence consumer behavior. This study cannot explain why the online environment does not offer concrete solutions.


Commodity type

This study finds that pictures and additional reviews are highly significant predictors of consumer buying behavior for a given commodity. On the other hand, cumulative reviews negatively affect purchasing behavior. Further, online reviews have the opposite effect on H3c compared to H1c. Overall, this study indicates that online reviews have a powerful impact on buying behavior. However, we must acknowledge that we don’t have the perfect data set to assess the full impact of online reviews on purchase behavior.



The impact of product reviews on purchasing behavior is an interesting question, given the widespread use of online reviews. Researchers have studied this effect by using eye-tracking to monitor consumer fixation during purchase decisions. They developed a conceptual model to describe the relationship between online product review content and purchasing intentions and then investigated ROI analyses by analyzing the visual browsing behavior of consumers. They found that female consumers pay more attention to negative reviews than males. This could be partly due to their different risk perceptions when purchasing online.

In a study published in the Journal of Consumer Research, Bae and Lee (2011) examined how consumers perceived online reviews and their impact on their purchasing decisions. They found that the presence of online reviews decreased consumer risk and made consumers more willing to adopt online mobile transactions. This finding contradicts previous studies that have emphasized the importance of customer satisfaction in online shopping. However, this study still needs more research to determine if these findings apply to online reviews of other products.

The study found that both male and female consumers pay attention to online reviews, but they pay more attention to reviews of experience goods than those of searched products. In addition, women’s concentration on online reviews is more potent than males’, while men pay less attention to them. These findings indicate that the impact of online reviews on buying behavior may be more widespread than previously thought. However, it also suggests that negative reviews are less influential than positive ones.


Effect of negative reviews on purchase intention

Regardless of the product type, online product reviews significantly affect consumers’ intention to buy, especially negative ones. In a study of purchase intentions among U.S. consumers, the authors found that the ratio of negative to neutral online reviews was significantly associated with purchase intention. Further, the relationship between risk perception and purchase intention did not vary by the level of risk perception. Negative online reviews were significantly more likely to influence purchase intention than neutral ones, but many negative reviews impacted purchase intentions.

Even though online reviews influence purchase behavior, few studies have focused on the effect of negative information on consumers. These studies have found that when consumers see many negative reviews, they emphasize the info more. Negative information attracts more attention and acts as more potent stimuli than positive ones. Thus, negative online reviews to positive reviews predict a lower purchase intention. However, these findings may not surprise since merchants may take measures to ensure that their products receive positive reviews to increase the likelihood of a purchase.

This study shows that the effects of negative online reviews on purchase intention are primarily mediated by managerial responses. The administrative response tends to moderate the adverse impact of negative reviews and can influence future sales. As such, managers should try to ensure that their answers effectively influence prospective customers’ attitudes. However, it is essential to note that managers are unlikely to affect research results unless they are actively involved. This can be a tricky balance, especially when a manager is not directly involved in the study.


Incentivize customers to leave a review

One way to encourage reviewers to give feedback is by offering incentives. For example, giving your customers discounts or free shipping is one way to increase your response rate. But incentives are not perfect; if they don’t turn out to be as positive as you hope, it may end up hurting your reputation. In addition, they dilute the content and quality of reviews. In addition, incentivizing reviewers with free stuff creates unrealistic expectations for customers.

While an incentive for reviews can make your customers more likely to give positive reviews, it can also encourage passive customers to leave a review. While this can help build your reputation, it is essential to remember that more than eighty percent of your customers will not write a review unless they feel like it. So despite the positive benefits, it can backfire if you offer incentives for negative reviews, as customers don’t like to feel bribed.

To determine the effectiveness of incentives, you should ask consumers to write reviews. According to a study of 10,000 consumers, the most effective incentive was free products. This way, 91% of respondents would be more inclined to write a review than someone who gets the same product for a discounted price. Another effective incentive is product sampling. Offering free products to customers can generate a large volume of reviews quickly. But it should come with a more substantial incentive.