With the exponential growth of online shopping, word-of-mouth has also migrated online and has been »rebranded« as online consumer reviews. When shopping online, the risk of dissatisfaction with the product or service is high, since it is not possible to try it or see it in person. This is where online user reviews, which actually represent an indirect experience with the product, are of great help to consumers. Consumers inquire about the product, its quality, usability, appearance, durability and other features before making a purchase decision online, by reading reviews of consumers who have already tried the product and shared their opinion with others. Not every review is equally convincing. The purpose of the research is to find out which characteristics of reviews have a significant impact on the consumers' purchase intention. Through quantitative research, the addition of photo and video material proved to be of key importance. Surprisingly, informativeness and the objectivity and rationality of the review turned out to be unimportant. Judging by the results, in order for the review to have the greatest possible impact on the purchase intention, it should contain a photo or video of the product in use, as well as a verbal description that is not too rational and objective, but also contains an emotional component. This way the reviews gives an impression of being authentic and only contains relevant and useful information about the product.
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