The Impacts of Online Customer Reviews on Customer Buying Decisions
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Date
2023-09-15
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Uganda Christian University
Abstract
The purpose of the study is to investigate the impacts of online customer reviews on consumer
buying decisions in Uganda at Uganda Christian University. This was guided by the following
objectives: to examine consumer buying behavior, to examine online customer reviews and to
establish the establish the impact of online customer reviews on consumer buying behavior
This study was conducted using a correlational research design with a quantitative approach.
The study population consists about 13,000 people. The sample consisted of 30 respondents
selected from the target population. This study employed simple random sampling, voluntary
response sampling, and convenience sampling techniques to select the sample.The researcher
largely used closed-ended questionnaires to collect primary data from the respondents in the
sample. In addition to the use of questionnaires, data was collected through observation of the
setting and environment of the organization. The reliability and validity of the questionnaire
were ensured through a rigorous process. After validation, the data was coded to facilitate
computer entry and analysis.
The study also found out that the respondents are begining to rely more on online customer
reviews when purchasing products and services. The study found out that positive reviews play
a pivotal role in building product credibility, attracting potential buyers, and fostering a positive
brand image. Conversely, the presence of negative reviews can lead to hesitations and even
deter consumers from making a purchase. The majority ranking demonstrated that most
people would not be comfortable purchasing a product or service without reading reviews. In
conclusion, the study findings demonstrate that there is an impact of online customer reviews
on customer buying decisions as demonstrated from the study findings generated. The major
recommendation is that tourism and hospitality establishments should increase their online
presence because travellers today depend on online reviews to gain insights into product
performance, quality, and overall user experiences
Description
This is a dissertation.