Customer online review and purchasing decision of online shoppers /
by Naiza F. Hernandez, Judy Ann A. Incompas and Maela Joy B. Lanzaga.
- Indang, Cavite : Cavite State University- Main Campus, 2019.
- xiii, 53 pages : illustrations ; 30 cm.
Thesis (Bachelor of Science in Business Management Major in Marketing Management) Cavite State University.
Includes bibliographical references.
College of Economics, Management and Development Studies (CEMDS), Department of Management College of Economics, Management and Development Studies (CEMDS), Department of Management
HERNANDEZ, NAIZA F.; INCOMPAS, JUDY ANN A.; LANZAGA, MAELA JOY B. Customer Online Review and Purchasing Decision of Online Shoppers. Undergraduate Thesis. Bachelor of Science in Business Management major in Marketing Management. Cavite State University, Indang, Cavite. June 2019. Adviser Tita C. Lopez. The purpose of this study was to analyze the factors affecting on purchasing decision of online shoppers through the use of online review. A conceptual model was proposed to illustrate the correlation of the participants' socio-demographic profile, consumers' preference, preferred shopping sites, purchasing decision and the degree of importance in the characteristics of online review. To investigate these, 400 printed questionnaires were dispersed to the online shoppers through personal interviews. The collected data were analyzed by using frequency, mean, standard deviation and T test. The study identified that most of the online shoppers from Cavite were students and mostly from 18-22 years old, mostly female, obtained secondary level and most of them are unemployed. These online shoppers were commonly buying in Lazada and they usually buying products such as accessories, clothes, shoes and bags. The study has also identified that there is no significant relationship between online consumer's socio-demographic profile regardless of age, sex and educational attainment but has a significant effect for employment status on the degree of online review for valence. The study also showed that positive, short and recentness of the review affect the purchasing decision of online shoppers. Meanwhile, socio-demographic profile of the respondents shows no significant difference in the degree of importance in the characteristic of online review length, while in the degree of importance of online review for recentness shows no significant difference between socio-demographic profile regardless of age, sex and employment status but has a significant difference on educational attainment of the consumers.