Ấn phẩm:
Do online reviews impact consumer behavior? A case study of shopeefood app
Tóm tắt
Online reviews are a key driver of consumer purchasing behavior, especially in the post-COVID-19 era, were digital platforms shape decision-making. This study examines the impact of online reviews on purchasing decisions within ShopeeFood, a food delivery service in the Shopee ecosystem. Using multivariate regression analysis on data from 411 ShopeeFood users in Ho Chi Minh City via SPSS 20, the findings reveal that reviewer influence, review quality, review quantity, and positive/negative user reviews significantly affect purchase intention. Notably, negative reviews have the strongest impact, highlighting consumer sensitivity to unfavorable feedback. These findings have financial implications for both consumers and businesses. Consumers can make more cost-effective choices by leveraging high-quality reviews, minimizing financial risk from poor purchases. For businesses, strategic review management enhancing engagement, encouraging detailed feedback, and addressing negative reviews can boost trust, revenue, and long-term profitability in the digital marketplace.
Mô tả
Tác giả
Tran Thi Nhan MSc
Nguyen Gia Bao
Nguyen Van Nhan
Nguyen Ngoc Kieu Vi
Tran Le Nguyen
Nguyen Gia Bao
Nguyen Van Nhan
Nguyen Ngoc Kieu Vi
Tran Le Nguyen
Tác giả khác
Người hướng dẫn
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Nhà xuất bản
Học viện Tài chính
Năm xuất bản
2025
ISSN tạp chí
Nhan đề tập
Từ khóa chủ đề
Online reviews , Purchasing decisions , App shopeefood
Địa chỉ truy cập
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