Investigating the influence of online reviews on consumer buying behavior in the buying process: a focus on high and low involvement products

Abstract

Consumers use of online consumer reviews is increasing as a method of finding product information before making the buying decision. It has become popular for consumers to write their experiences and opinions about products and services in websites and social media, which are then made available to other consumers. This study relied on the investigation of the influence of online reviews, on consumer buying behavior in the buying process, examined with a focus on high and low involvement products. The methodology of the study, involved a self-administered online survey. For the basis of our study, surveys seemed to be the most appropriate method as the aim was to gather data about people’s opinions and impressions. All the information collected was analysed through the use of descriptive statistics. The main findings of our study are that consumers are motivated to search and process information in online reviews for high involvement products only, mainly in the stages of information search and post-purchase in the consumer buying process and, consumers do not base themselves on online reviews when buying low involvement products, instead they rely on traditional word-of-mouth of family and friends.