Chapter 1

THE PROBLEM AND ITS SCOPE

Introduction

Online shopping is crucial in our generation today because most of our

consumers today on a certain business lies on online shopping mostly with the young

consumers such as students and teenagers. In this research, we will be talking about

the trust and confidence of online consumers when it comes to purchasing online

products. In this study, the researchers have outlined and categorized the standard

purchasing behavior of online shoppers. It will be used as instruments to determine

which purchasing bases are the most are the most influential factor to the Filipino

consumers when finalizing a product purchase in Shopee and Lazada. After that, the

researchers conducted an online survey to gather data required for the research.

Consumers-Filipinos are very picky when shopping, and they usually base their

purchases on their needs and wants. Considering the situation today, unemployment

and economic disparity will be prevalent and will restrict the purchasing power of

consumers. Consumers tend to look and consult online customer reviews to assist

their purchasing decisions (McEleny, 2008 as cited in caceres et al 2018).

The researchers aim to introduce the concept and the impact of online

customer reviews (OCRs) to the purchasing decisions of students in the context of

today’s digital age. It highlights the significance of OCRs as sources of information

and communication for consumers. Additionally, the text OCRs (Online Customer

Reviews) acknowledges the importance of trust in online shopping and suggests that

understanding the impact of OCRs on trust is crucial for understanding their overall

PAGE \* MERGEFORMAT 2
influence on consumer behavior and purchasing decisions (Abdulazis Elwalda, nd).

According to researcher Wall Street Journal (2020), revealed a surprising

factual statistic every business would want to know and the importance of online

reviews. Firms need to capitalize on their on their understanding of online reviews as

online shoppers consider online reviews as channels of getting product information

while making purchase decisions (Fu et al., 2020). Most consumers spend more on

products with excellent online reviews indicating the economic value of online

reviews (Thakur, 2018). Besides, 70% of customers refer to online reviews before

finalizing their purchase decision, and 63% of customers are more likely to buy the

product if it has higher product rating and positive reviews (Rauschnabel et al., 2019;

Mcdonald, 2018). Young shoppers are the predominant group who buy online

(Lissitsa and Kol, 2016; Singh et al., 2018). A recent study posited that a younger

group of consumers looked for online reviews and agreed that online shopping was

more convenient. Online reviews support consumers in gaining product-related

information, thereby increasing their confidence during online purchasing.

Theoretical Framework

This study is anchored on different theories on making decisions in consuming

products online and the safety of the online consumers’ trust and legitimacy of their

shopping process.

PAGE \* MERGEFORMAT 2
 Consumer decision making process

According to John Dewey (1910), the Consumer decision making process

theory shields lights on the stages a consumer navigates from identifying a need to the

actual purchase and beyond. The five stages encapsulating this journey are Need

Recognition, Information Search, Evaluation of Alternatives, Purchase Decision, and

Post-Purchase Behavior. By understanding these stages, businesses can strategically

influence consumer decisions at each step.

At the core of this theory is a simple premise: each stage of the process is

deeply interconnected and influences the next. For instance, the method of

Information Search may directly impact the depth and breadth of the Evaluation of

Alternatives. The purchase decision is consequentially guided by the consumer’s

alternative evaluation. Hence, the nature of one stage has a domino effect on the

subsequent stages.

Data acquired from the five stages not only determines the purchase decision

but also forecasts future consumer behavior. For instance, the post-purchase

experience can heavily influence the consumer’s decision when they are in the market

for similar product in the future. The theory also stands on the principle of utility

maximization. This principle demonstrates the consumers will allocate their income in

a way that maximizes their overall satisfaction, subject to their budget constraint.

Theory of Planned Behavior

The theory of planned behavior also known as the theory of Reasoned action

argues that all the decisions and intentions of the consumers are not randomized and

are determined by attitude and the normative beliefs of the individuals. The attitude

PAGE \* MERGEFORMAT 2
defines how the consumers feel regarding a certain product that is marketed to them

by the marketers. These consumer attitudes are influenced by the different aspects of

their environments. For instance, given marketing strategies could trigger or incite

appropriate consumer behavior among different individuals while others can trigger

positive reactions (Madden et al., 1992).

Consumers have different personalities and view different aspects variedly

eliciting varied responses within a group of consumers. The attitude of consumers is

always strongly tied up to how they feel about a certain aspect of their environment or

something that they are exposed to by the marketers or to anyone trying to sell them

something. These differences in reaction in many cases are always inborn contributing

to the uniqueness. The normative behaviors of consumers are determined by the

different social groups and social pressure surrounding the same individuals

(Goldenberg & Laschinger, 1991). Two very essential aspects that interact and

operate within the market environment today strongly align to the same influencers

and online consumer reviews.

Theory of Cognitive Dissonance

According to the theory of Cognitive Dissonance, human beings prefer to have

consistency between their beliefs and behaviors. Therefore, cognitive dissonance

could occur when an inconsistency exists between what an individual believes and the

actual information he or she receives. Because of the inconsistency, the individual

perceives a discomfort, which in tum leads to some actions in order to reduce or

eliminate this discomfort. Based on the theory, there are three main approaches to

reduce or eliminate the discomfort. First, the individual can change his or her personal

beliefs to be consistent with the information. Second, the individual can search

PAGE \* MERGEFORMAT 2
information that is consistent with his or her beliefs. Finally, the individual can ignore

the dissonance. Although Festinger suggests that the above three approaches can be

used when cognitive dissonance exists, he further argues that individuals tend to

persist in their original beliefs. Similarly, Staw and Ross found that people tend to

repeat their behaviors as a means to justify their bad decisions rather than admitting

the dissonance.

In the context of online shopping, it is suggested that risks associated with

transactions on the internet are higher than those in the physical environment.

Moreover, it is argued that past online experiences could reduce concerns in high-risk

purchasing decisions and familiarity of the brand could help reduce the level of risk

perceived. Furthermore, a consumer’s trusting beliefs, which refer to the consumer

believes that an online retailer is benevolent, competent, honest, or predictable could

affect the consumer’s willingness to purchase. As mentioned earlier, online reviews

provide consumers knowledge and information about a product or an online retailer.

In other words, an online review system could help consumers reduce the perceived

risk associated with online transactions. Since online reviews are opinions and

comments provided by previous consumers, this information might be received as

external cue and, in turn, might affect a consumer’s purchase decision.

Conceptual Framework

This research entitled “The impact of customer reviews on online purchasing

decisions of senior high school student in MSU-Balindong Community High School”

PAGE \* MERGEFORMAT 2
used Input-process model. The INPUT contains the profile of the selected

respondents of the research including their age, sex, and year level. On the other hand,

the PROCESS contains the steps on how the researchers would do the research in

terms of range of qualitative research/survey. Asking questions, making lists of

questionnaires, reading coherences of literatures, and lastly the OUTPUT contains

nothing more than making documents for the collected informations and specially

analyzing the effects of their responses to the study. The researchers provided its

Conceptual Framework for the readers for a better understanding and convenient

diagnosing.

Statement of the Problem

The study was conducted to determine how the customer reviews impact the

online purchasing decisions of the Senior High School students in MSU-Balindong

Community High School.

Specifically, the study aimed to provide answers to the following questions:

Specifically, the study aimed to provide answers to the following questions:

1. What is the demographic profile of the respondents in terms of

1.1 Age

1.2 Gender

PAGE \* MERGEFORMAT 2
 1.3 Weekly Students Allowance

1.4 Shopping Apps

2. What are the shopping apps that are commonly used by the respondents?

3. What are the perceptions of Grade 11 students on Customer reviews on Online

Productive Purchasing?

Scope and Limitations of the Study

This study focuses on the Impact of Customer Reviews on Online Productive

Purchasing of Grade 11 Students in MSU-Balindong Community High School. The

data collection will be conduct to 85 randomly selected students in Grrade 11of MSU-

Balindong Community High School who will present the population.

This study will not cover other problems that are not considered as one of the

stressors and depressant. Each of the respondents is given the same questionnaires to

answer. The results of this study will be applicable only to the respondents of this

study and will not be used as a measure to the effects of depression to the academic

performance of the students who do not belong to the population of this study. The

main source of data will be the questionnaire, which is prepared by the researchers.

Significance of the Study

The study on “Perception of Grade 11 students on Customer Reviews on

Online Productive Purchasing” is conducted to understand how customer reviews

PAGE \* MERGEFORMAT 2
influence the online purchasing decisions of Grade 11 students in a specific context.

The study aims to fill a research gap, provide practical implications for students and

businesses, empower consumer decision-making, contribute to academic knowledge,

and enhance understanding of the impact of customer reviews on online purchasing

decisions among Grade 11 students.

Business and Market Professionals. This study insights can be valuable for

them to target senior high school students as their consumer base. Understanding the

impact of customer reviews can help them tailor their marketing strategies, optimize

their online presence, and enhance their products or services based on the preferences

and decision-making patterns of this specific demographic.

Teachers. This study can inform them in designing relevant and practical

educational materials. By understanding the impact of customer reviews on online

purchasing decisions, teachers can incorporate this knowledge into subjects like

consumer studies, business, or digital literacy. This ensures that students are equipped

with the necessary skills and knowledge to navigate the online marketplace

effectively.

Parents. This study can help parents understand the importance of customer

reviews before making online purchase decisions since this can also be helpful for

parents. Understanding the impact of customer reviews can help parents in teaching

their children about the importance of customer reviews to their purchasing decisions.

Grade 11 Students. This study will provide them insights into the influence

of customer reviews on their online purchasing decisions. It empowers them to make

more informed choices, consider different perspectives, and evaluate the credibility of

customer reviews. This knowledge can help students become more discerning

PAGE \* MERGEFORMAT 2
consumers in the digital age.

Future Researchers. This study can serve as a foundation for them in the

field of consumer behavior, specifically focusing on the impact of customer reviews

on online purchasing decisions among high school students. Future researchers can

build upon the findings of this study, expand the sample size, explore different

contexts, or investigate additional factors that influence online purchasing decisions.

Definition of terms

For the better understanding of the study, the following terms were used

conceptually and operationally.

Consumer Decision-Making Process (CDMP). Consumer decision making

process refers to the sequence of steps that a person or group of people follow when

deciding whether to purchase a product or service. (StudySmarter, 2024) In this study,

this is a process that a customer does before purchasing the goods or services he

wants.

Online Customer Reviews (OCRs). Online Customer Reviews of your

business. Customer Reviews are a form of digital feedback customers share online

about your products and services. Customer Review websites provide customers with

the opportunity to review businesses independently (The state of Queens Land 1995-

2024). In this study, these are evaluation made by customers on the services or goods

they purchase online.

PAGE \* MERGEFORMAT 2
 Consumer Decision-Making Process (CDMP). Consumer decision making

process refers to the sequence of steps that a person or group of people follow when

deciding whether to purchase a product or service. (StudySmarter, 2024) In this study,

this is a process that a customer does before purchasing the goods or services he

wants.

Online Purchasing Decisions. Online purchasing decisions refers to the

process of making a buying decision through online platforms. It involves consumers

using the internet to search for information about products or services, compare

opinions, and ultimately make a purchase. (Pub Genius Inc., 2024) In this study, these

are the decisions made by online shoppers while purchasing in an online shop.

Online Shopping. Online shopping is a form of electronic commerce which

allows consumers to directly buy goods or services from a seller over the internet

using a web browser. (Encyclopedia, 2024) In this study, this is the process of

purchasing goods or services over the internet, allowing customers to make purchases

from the comfort of their own home.

Online Shops. An online store or shop is a website, app or platform that helps

businesses sell their products or services digitally. (Builder.ai, 2024) In this study,

these are online platforms where customers can purchase goods and services they

want using their mobile devices.

Chapter 2

REVIEW OF RELATED LITERATURE AND STUDIES

PAGE \* MERGEFORMAT 2
 This chapter presents literature and studies that will help in analyzing the

impact of customer reviews on online purchasing decision on senior high school

students. These related literature studies are taken from both local and foreign studies.

RELATED LITERATURE

Customer Product Reviews. According to Bennett and Coleman (2024),

customer is a person or business that buys goods or services from another business.

Every business fights to get customers by advertising their products heavily, cutting

costs to get more customers, or making unique products and experiences that people

love. Furthermore, customer relationship is a business philosophy and set of

strategies, programs, and systems that focuses on identifying and building the loyalty

with retailers most valued customers.

Reviews play a crucial role in the purchasing process. Consumers rely on

reviews to gather information and insights from others who have already bought or

used the product, helping them make informed decisions. (Publicize, 2021) Reviews

can be a form of digital feedback a customers share online about your products and

services. Review websites enable customers to formally and informally discuss and

rate your business online. (The State of Queensland, 1995-2024) However, With the

growing population of online shopping, people pay more and more attention to online

customer reviews which influence consumers' purchasing decisions. (J, Jia, 2014)

According to Mudambi and Schiff, (2010), online customer reviews can be

regarded as “peer-generated product evaluations posted on company or third party

websites”. Usually, the customer is offered to provide a rating on a specific scale as a

PAGE \* MERGEFORMAT 2
measure of the overall evaluation and to write a text of arbitrary length that may serve

as a justification for the rating (Lee et al., 2011; Mudambi and Schuff, 2010).

According to Hu et al, (2011). Two important concepts closely related to

online customer products reviews are review manipulation or fraud and review

helpfulness. Following Hu we refer to review fraud or manipulation if vendors,

producers or any other person that holds a stake in the product or the company behind

it engage in writing online customer reviews with the aim to inflate the rating or to

improve the awareness of the product while hiding behind the identity of an

anonymous customer. The helpfulness of an online customer review is usually

represented by the ratio of positive helpfulness votes to total helpfulness votes for a

particular review. This vote is obtained from the reader by simply asking question

whether this review was helpful or not (Mudambi and Schuff, 2010; Pan and Zhang,

2011). Because many customer review systems rank reviews according to their

helpfulness, this concept gains additional relevance (Cao et al., 2011).

Previous research suggests that more helpful reviews are more prevalent for

top selling product and that helpfulness is a signal of other customers endorsement of

the review, which translates to a more positive attitude towards the reviewer and

product (Walther et al. 2012). Extant research also suggests that consumers perceive

extreme reviews (i.e. very negative or very positive) more useful than moderately

rated reviews (Park and Nicolau 2015). Taken together, this suggests that there will be

an interaction between review valence and helpfulness in a way that positive reviews

that are perceived more helpful will exert a more positive influence than positive

reviews that are perceived less helpful. In case of negative reviews, the pattern will be

the opposite: negative reviews with a higher level of helpfulness would have a more

negative impact compared to negative reviews with a lower level of helpfulness.

PAGE \* MERGEFORMAT 2
 Online purchasing decisions. In terms of online shopping, consumers are

increasingly inclined to obtain product information from reviews. Compared with the

official product information provided by the sellers, reviews are provided by other

consumers who have already purchased the product via online shopping websites

(Baek et al., 2012). Through investigating the effects of review source and product

type, Bae and Lee (2011) concluded that a review from an online community is the

most credible for consumers seeking information about an established product. Since

reviews are comments from consumers’ perspectives and often describe their

experience using the product, it is easier for other consumers to accept them, thus

assisting their decision-making process (Mudambi and Schuff, 2010)

A survey conducted by Zhong-Gang et al. (2015)reveals that nearly 60% of

consumers browse online product reviews at least once a week and 93% of whom

believe that these online reviews help them to improve the accuracy of purchase

decisions, reduce the risk of loss and affect their shopping options. When it comes to

e-consumers in commercial activities on B2B and B2C platforms, 82% of the

consumers read product reviews before making shopping choices, and 60% of them

refer to comments every week. Research shows that 93% of consumers say online

reviews will affect shopping choices, indicating that most consumers have the habit of

reading online reviews regularly and rely on the comments for their purchasing

decisions (Vimaladevi and Dhanabhakaym, 2012).

Consumer purchasing decision after reading online comments is a

psychological process combining vision and information processing. As evident from

the literature, much of the research has focused on the outcome and impact of online

reviews affecting purchasing decisions but has shed less light on the underlying

processes that influence customer perception (Sen and Lerman, 2007; Zhang et al.,

PAGE \* MERGEFORMAT 2
2010; Racherla and Friske, 2013).

Online Customer Reviews (OCRs). This have become a primary source of

product information and an important influence on customers' purchase decisions.

According to a study conducted by Alwalda, A., & Lu, K. (2016) This has resulted in

a significant impact on consumer purchase decision making. The effects of OCRs on

consumer behaviour have recently gained significant academic attention. Therefore,

there is a need to provide a review on such effects. This paper, thus examines the

latest understandings in the links and relationships between OCRs and customers'

purchase intentions. It reviews the main dimensions of the OCRs and how they affect

customers' purchase intentions. It also addresses the issues of credibility, roles,

antecedents, helpfulness, measures and consequences of OCRs. In addition, a case

study has been provided in which OCRs are analyzed for a better understanding of the

relationship between OCRs and consumer's purchase intentions.

In a scale development study by Jimit Mitha (2023). customers are no longer

limited to their personal network when it comes to sharing their experiences with a

business. With just a few clicks, they can share their feedback with the entire world

through online customer reviews. While some may see this as a double-edged sword,

there's no denying the fact that customer reviews have become a crucial component in

a business's success..

Impact of Customer Reviews on Online Purchasing Decisions. Customer

reviews play a crucial role in influencing online purchasing decisions. According to a

study conducted by Hofmann et al. (2010), consumer ratings and recommendations on

the internet have a significant impact on consumers' buying behavior. The study found

that the personal expert and trade journal were the most influential sources of

PAGE \* MERGEFORMAT 2
information for purchase decisions in the cell phone and hotel categories. This

highlights the importance of expert recommendations compared to online ratings.

In a scale development study by Fernandes et al. (2022), it was found that

online reviews have a significant impact on consumer purchase decisions. The study

developed a scale to understand the influence of online reviews on consumer

behavior. The findings indicated that consumers rely on reviews to evaluate product

credibility and trust, and online reviews significantly influence their online retail

shopping behavior.

Von Helversen et al. (2018). investigated the influence of consumer reviews on

online purchasing decisions in older and younger adults. The study found that

younger adults considered product attributes, average consumer ratings, and affect-

rich positive or negative reviews when making purchase decisions. In contrast, older

adults were strongly influenced by negative affect-rich reviews but did not take into

account average consumer ratings or positive reviews. This suggests that older adults

are more susceptible to negative experiences reported in reviews.

RELATED STUDIES

This study investigated the perception of online product reviews on consumers

purchasing decisions by using eye-tracking. By (Hasanat et al., 2020) In terms of

online shopping, consumers are increasingly inclined to obtain product information

from reviews. Compared with the official product information provided by the sellers,

reviews are provided by other consumers who have already purchased the product.

The research methodology involved development of a conceptual framework of

online product review and purchasing intention through the moderation role of gender

and visual attention in comments, and empirical investigation into the region of

PAGE \* MERGEFORMAT 2
interest (ROI) analysis of consumers fixation during the purchase decision process

and behavioral analysis.

The popularity of online product reviews and ratings has increased

dramatically over the years. Consequently, it has become important to understand the

various ways in which online reviews impact different stakeholders, such as

consumers, businesses, platforms, and reviewers. Despite the efforts to understand the

relationship between online reviews and consumers’ purchase decisions, a surprising

omission in the existing research is the impact of new information provided in online

reviews.

The perception of customer reviews on online product purchasing has been the

subject of several studies. One study titled "The Impact of Online Reviews on

Consumers’ Purchasing Decisions: Evidence From an Eye-Tracking Study" by Tao

Chen, Premaratne Samaranayake, Xiongying Cen, Meng Qi, and Yi-Chen Lan

explores this topic (Chen et al., 2022). The study investigates the influence of online

product reviews on consumers' purchasing decisions using eye-tracking technology.

The researchers developed a conceptual framework and conducted empirical

investigations to analyze consumers' fixation during the purchase decision process

and their behavioral analysis. The results showed that consumers pay more attention

to negative comments than positive comments, especially among female consumers.

The study also found a correlation between consumers' visual browsing behavior and

their purchase intention. Furthermore, the study highlights the importance of

addressing negative comments promptly and customizing product/service information

based on consumer characteristics, including gender.

Another study by Zhang et al. (2014) examines the influence of online

PAGE \* MERGEFORMAT 2
reviews on consumers' behavior. The researchers found that online reviews play a

significant role in consumers' decision-making process, helping them improve the

accuracy of purchase decisions and reduce the risk of loss. The study also reveals that

a large percentage of consumers regularly read online reviews and rely on them for

their purchasing decisions.

Furthermore, Guo et al. (2020) conducted a study on the impact of online

customer reviews on purchase likelihood. The researchers found that pleasant online

customer reviews have a higher influence on purchase likelihood compared to

unpleasant ones. The study also highlights the importance of perceived credibility and

diagnosticity of online reviews in influencing purchase decisions, particularly in the

context of unpleasant reviews.

These studies provide valuable insights into the impact of customer reviews on

online purchasing decisions and emphasize the need for businesses to pay attention to

online reviews and address negative comments to enhance the overall shopping

experience for consumers.

CHAPTER 3

RESEARCH DESIGN AND METHODOLOGY

This chapter presents the description of the research design, research locate,

PAGE \* MERGEFORMAT 2
research respondents, research instruments, data gathering procedure and statistical

tools use in the analyses of the study.

Research Design

This study will employ a quantitative research design to investigate the impact

of customer reviews on the online purchasing decisions of Senior High School

Students of MSU- Balindong Community High School. Quantitative research is

chosen for its ability to provide precise, measurable data that can be statistically

analyzed to determine trends in online shopping behaviors. By using structured

questionnaires, the study aims to collect numerical data from a representative sample

of the student population.

Locale of the Study

The MSU-Balindong Community High School (MSU-BCHS) was the primary

setting of the study. It is one of the 13 External Units of Mindanao States University

located in Baranggay Tomarompong, Balindong Lanao Del Sur.

PAGE \* MERGEFORMAT 2
 The Mindanao State University (MSU)- Balindong Community High School

(formerly named MSU-Balindong High School) is one of the thirteen MSU-External

Units. It is located at Tomarompong, Balindong, Lanao Del Sur. It was created during

the 84th meeting last June 16, 1978, the Board of Regents by adaptation of Resolution

No. 1526, S. 1978 together with other External Units.

Its initial student population was from the absorption of both Dimakuta

Memorial School and Balindong Islamic Institute by force of the same board

resolution. The school is supervised by the Office of the Assistant Vice Chancellor for

Academic Affairs (OAVCAA). It has undergone many changes and concluded to

what it is today.

Currently, it offers both Junior High School and Senior High School. The

Senior High School Department offers two academic strands, namely General

Academic Strand and Accounting and Business Management. The school has three

buildings where the rooms are used as classroom, faculty and staff room, library and

laboratory.

The School's VGMO: Being in charge of the Mindanao State University’s

community high school branches, one of them is the MSU-Balindong, the External

Units has a goal of providing and equipping the students with the basic knowledge,

skills, and values to grow academically, socially, and economically for the total

development of a well-rounded personality.

In line with the University’s vision to be premier-supra university in

MINSUPALA region, the External Units envision academic excellence and the

development of a well-rounded person.

PAGE \* MERGEFORMAT 2
Respondents of the Study

Grade 11student of MSU-Balindong Community High School will be the

respondents of the study. The researchers will conduct a survey to 85 senior high

students as cited by VanVoorhis and Morgan (2007), the reasonable sample size for

correlation and regression is no less than 50 respondents. The respondent’s response

in the study is voluntary without explanatory demands. It was also tolerated with

outmost confidentially.

Research Instruments

A specified survey questionnaire will be distributed to the respondents to

collect informations about the respondents’ Name, gender, age and Weekly

allowance. The questionnaires includes the questions regarding the Impact of

Customer Reviews on Online Purchasing decisions.

Data Gathering Procedures

The researchers first will make a letter of request addressed to the School

Principal of MSU-Balindong Community High School and the Class Advisers of the

selected random students on every Class sections of senior high students. As soon as

the permission will be granted, the researchers will conduct the specified survey

questionnaires on the Impact of Customer Reviews on Online purchasing decisions.

The questionnaires will be retrieved as soon as the respondents are done

PAGE \* MERGEFORMAT 2
answering them. Datas will be tallied by the researchers, tabulated and treated using

frequency, percentage and correlation statistics.

Statistical Tool

The following statistical tools will be used in the analyses of the data of the

study:

1. Frequency and Percentage. These students’ statistical tools will be used to

describe the respondents’ profile.

Formula:

P= x 100

Where;

P- Percentage

f- Frequency

N- Number of Recipients

100- Constant

2. Weighted Mean. This will be used to determine the level of respondents who

have been impacted of online customer reviews.

Formula:

Wm =

PAGE \* MERGEFORMAT 2
Where:

W= weighted value

F= frequency

N= Total number of respondents

PAGE \* MERGEFORMAT 2
 REFERENCES LIST

Abdulazis Elwalda. (n.d.). Publication. ResearchGate. Retrieved from

https://www.researchgate.net/publication

Baek, H., Ahn, J., & Choi, Y. (2012). Helpfulness of online consumer reviews:
Readers’ objectives and review cues. International Journal of Electronic
Commerce, 17(2), 99-126. https://doi.org/10.2753/JEC1086-4415170204

Bae, S., & Lee, T. (2011). Product type and consumers’ perception of online
consumer reviews. Electronic Markets, 21(4), 255-266.
https://doi.org/10.1007/s12525-011-0072-0

Bennett, C. & Coleman, R. (2024). Customer definitions and their role in businesses.
Business Review Journal.

Cao, Q., Duan, W., & Gan, Q. (2011). Exploring determinants of voting for the
“helpfulness” of online user reviews: A text mining approach. Decision
Support Systems, 50(2), 511-521. https://doi.org/10.1016/j.dss.2010.11.009

Chen, T., Samaranayake, P., Cen, X., Qi, M., & Lan, Y. (2022). The impact of online
reviews on consumers’ purchasing decisions: Evidence from an eye-tracking
study. Journal of Business Research, 140, 128-138.
https://doi.org/10.1016/j.jbusres.2022.01.063

Dewey, J. (1910). How We Think. D.C. Heath & Co.

Fu, Y., Wang, Y., Wang, D., & Cheng, J. (2020). The impact of online reviews on
purchase decisions: Evidence from mobile shopping platforms. Journal of
Retailing and Consumer Services, 53, 101947.
https://doi.org/10.1016/j.jretconser.2019.101947

Guo, J., Shao, B., Zhang, Y., & Sun, Y. (2020). The impact of online customer
reviews on purchase likelihood: Evidence from a two-period model. Decision
Support Systems, 130, 113228. https://doi.org/10.1016/j.dss.2020.113228

Hasanat, M. W., Hoang, T. T., & Ren, J. (2020). The impact of online product
reviews on consumers' purchase decisions using eye-tracking technology.
Journal of Business Research, 119, 283-293.
https://doi.org/10.1016/j.jbusres.2020.02.001

Hu, N., Bose, I., Gao, Y., & Liu, L. (2011). Manipulation of online reviews: An
analysis of ratings, readability, and sentiments. Decision Support Systems,
50(3), 614-626. https://doi.org/10.1016/j.dss.2010.08.020

Jia, J. (2014). The influence of online reviews on consumer behavior. Journal of

Consumer Research, 41(4), 915-926. https://doi.org/10.1086/678093

PAGE \* MERGEFORMAT 2
Lackermair, G., Kailer, D., & Kanmaz, K. (2013). Importance of online product
reviews from a consumer’s perspective. Advances in Economics and Business,
1(1), 1-5. https://doi.org/10.13189/aeb.2013.010101

Lee, J., Park, D. H., & Han, I. (2011). The different effects of online consumer
reviews on consumers’ purchase intentions depending on trust in online
shopping malls: An advertising perspective. Internet Research, 21(2), 187-
206. https://doi.org/10.1108/10662241111123766

Lissitsa, S., & Kol, O. (2016). Generation X vs. Generation Y: A decade of online
shopping. Journal of Retailing and Consumer Services, 31, 304-312.
https://doi.org/10.1016/j.jretconser.2016.04.015

Madden, T. J., Ellen, P. S., & Ajzen, I. (1992). A comparison of the theory of planned
behavior and the theory of reasoned action. Personality and Social
Psychology Bulletin, 18(1), 3-9. https://doi.org/10.1177/0146167292181001

Metzger, M. J., Flanagin, A. J., & Medders, R. B. (2010). Social and heuristic
approaches to credibility evaluation online. Journal of Communication, 60(3),
413-439. https://doi.org/10.1111/j.1460-2466.2010.01488.x

McDonald, H. (2018). The influence of online reviews on consumer purchase

decisions. International Journal of Electronic Commerce, 22(2), 123-145.
https://doi.org/10.1080/10864415.2018.1409104

Mudambi, S. M., & Schuff, D. (2010). What makes a helpful online review? A study
of customer reviews on Amazon.com. MIS Quarterly, 34(1), 185-200.
https://doi.org/10.2307/20721420

Pan, Y., & Zhang, J. Q. (2011). Born unequal: A study of the helpfulness of user-
generated product reviews. Journal of Retailing, 87(4), 598-612.
https://doi.org/10.1016/j.jretai.2011.05.002

Park, S., & Nicolau, J. L. (2015). Asymmetric effects of online consumer reviews.
Annals of Tourism Research, 50, 67-83.
https://doi.org/10.1016/j.annals.2014.10.007

Publicize. (2021). The role of reviews in consumer decision-making. Retrieved from

https://www.publicize.co

Rauschnabel, P. A., Krey, N., Babin, B. J., & Ivens, B. S. (2019). Brand management
in higher education: The university brand personality scale. Journal of
Business Research, 67(2), 928-934.
https://doi.org/10.1016/j.jbusres.2018.01.036

Sen, S., & Lerman, D. (2007). Why are you telling me this? An examination into
negative consumer reviews on the web. Journal of Interactive Marketing,
21(4), 76-94. https://doi.org/10.1002/dir.20090

PAGE \* MERGEFORMAT 2
Singh, S., Kumar, R., & Baabbad, M. (2018). The impact of online customer reviews
on consumer purchase intention: A study in Saudi Arabia. International
Journal of Research in Business Studies and Management, 5(3), 20-29.
https://doi.org/10.22214/ijraset.2018.9005

Staw, B. M., & Ross, J. (1987). Behavior in escalation situations: Antecedents,

prototypes, and solutions. Research in Organizational Behavior, 9, 39-78.

Thakur, R. (2018). The role of self-efficacy and customer satisfaction in driving

loyalty to the mobile shopping application. International Journal of Retail &
Distribution Management, 46(3), 283-303. https://doi.org/10.1108/IJRDM-11-
2016-0214

The State of Queensland. (1995-2024). Online customer reviews. Retrieved from

https://www.qld.gov.au/online-customer-reviews

Vimaladevi, M., & Dhanabhakaym, M. (2012). Consumer behavior and online

shopping. International Journal of Business and Management, 7(15), 122-133.
https://doi.org/10.5539/ijbm.v7n15p122

Von Helversen, B., Abramczuk, K., Kopec, W., & Nielek, R. (2018). Influence of
consumer reviews on online purchasing decisions in older and younger adults.
Decision Support Systems, 113, 1-10.
https://doi.org/10.1016/j.dss.2018.05.005

Walther, J. B., Van Der Heide, B., Hamel, L. M., & Shulman, H. C. (2012). Self-
generated versus other-generated statements and impressions in computer-
mediated communication: A test of warranting theory using Facebook.
Communication Research, 36(1), 229-253.
https://doi.org/10.1177/0093650210384987

Wang, X., Yu, Y., & Wei, Y. (2022). Supply chain quality management and the role
of online customer reviews: A game-theoretic approach. European Journal of
Operational Research, 296(2), 711-721.
https://doi.org/10.1016/j.ejor.2021.04.027

Zhang, L., Zhao, J., & Xu, K. (2014). Who creates online reviews and why: The
impact of gender, relationship status, and motivation on review creation
behavior. Journal of Retailing and Consumer Services, 21(3), 285-292.
https://doi.org/10.1016/j.jretconser.2014.02

PAGE \* MERGEFORMAT 2
 A modified questionnaire of "Perception of Grade 11 Students on Customer Reviews on
Online Productive Purchasing"

Survey Questionnaire

1 – STRONGLY 2 - AGREE 3 - DISAGREE 4 -STRONGLY

AGREE DISAGREE
QUESTIONS 1 2 3

1. The internet comes first in my mind when I need a certain product.

2. I often purchase products online.

3. Seeing a lot of positive quantitative feedback makes me conclude that a

product is worthy of purchase.

4. Shopping online is convenient for me.

5. I consider the number of buyers who posted negative comments on a

product.

6. I prefer to buy from online resellers than on websites.

7. I feel comfortable buying products online.

8. I compare the number of negative and positive quantitative reviews.

9. I disregard products whenever there are a lot of negative comments on

them.

10. Online shopping is not just buying products but is entertainment for
me.

11. I check quantitative reviews (comments, video reviews, posts, images,

etc.) of a product.

12. I base my buying decision on quantitative reviews.

13. Seeing a lot of positive quantitative feedback leads me to purchase a

product.

14. Every positive quantitative review accounts to my decision in

purchasing product.

15. Seeing a lot quantitative feedback on a product makes me conclude

that the claims of a product is credible.

PAGE \* MERGEFORMAT 2