This dissertation is aiming at getting more understanding of factors impacting the consumer behavior in the buying process with specific reference to the role of posted online information
(Online review). Therefore, a research question has been devolved based on systematic literature review. How can online posted information (Online review) impact the customer buying behavior in
the online buying process? A qualitative research approach has been selected for this thesis. Data have been collected through ten semi structured interviews. The data analysis has led to conclusion
that the online review and posted online information about any product affect the customer differently depending on the value and type of the product.