A study on consumer purchasing behavior in AN ONLINE buying Process
Author
Mohammed, Rana Naef
Term
4. term
Publication year
2019
Submitted on
2019-02-28
Pages
69
Abstract
Dette speciale undersøger, hvordan online anmeldelser—information lagt ud af andre kunder—former købsbeslutninger ved online handel. Med afsæt i et systematisk litteraturreview stilles spørgsmålet: Hvordan påvirker online anmeldelser kunders adfærd i den online købsproces? Studiet anvender en kvalitativ tilgang og indsamler data gennem ti semistrukturerede interviews, som giver deltagerne mulighed for at beskrive deres erfaringer med egne ord. Analysen viser, at online anmeldelser påvirker kunder, men ikke ens på tværs af produkter. Effekten varierer med produktets værdi og type, hvilket peger på, at konteksten har betydning for, hvordan anmeldelser tolkes og bruges.
This thesis explores how online reviews—information posted by other customers—shape buying decisions in online shopping. Guided by a systematic review of prior studies, it asks: How do online reviews affect customer behavior during the online buying process? The study uses a qualitative design and gathers data through ten semi-structured interviews, which allow participants to describe their experiences in their own words. The analysis shows that online reviews do influence customers, but not in the same way for all products. The impact varies with the product’s value and type, indicating that context matters when people interpret and use reviews.
[This abstract was generated with the help of AI]
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