Introduction PR

“Online Reviews: Its Influence on the Purchasing
Decisions of Senior High Students

at Rizal College of Taal”
Introduction
Online reviews are the feedback from the customers who has purchased or used a
particular product. It serves an essential role on consumers decision-making, especially now in
the digital age. By the use of the internet we can easily access to the feedback from the other
users who have used the particular products, which many consumers used these as a guidance
before making a decision in purchasing a product. This trend is notably strong among younger
consumers, including senior high school students, who frequently use online platforms to gather
information about products and services. Online reviews may be quite helpful to senior high
students when they are making decisions when purchasing a essential things such as buying
school supplies, gadgets, and other personal needs. This study may help student to determine if
the information they gathered is not a fraud and essential in purchasing decision of students.
Boardman and McCormick (2021) found that consumer attention and behavior differ
across web pages throughout the shopping journey depending on the content, function, and
consumer’s goal.
Guo et al. (2020) showed that pleasant online customer reviews lead to a higher purchase
likelihood compared to unpleasant ones. They also found that perceived credibility and perceived
diagnosticity have a significant influence on purchase decisions, but only in the context of
unpleasant online customer reviews. These studies suggest that online product reviews influence
consumer behavior, but the overall effect is influenced by many factors.
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., 2010; Racherla and Friske, 2013)
Although numerous studies have investigated factors that may influence the effects of
online review on consumer behavior, few studies have focused on consumers’ perceptions,
emotions, and cognition, such as perceived review helpfulness, ease of understanding, and
perceived cognitive effort. This is because these studies are mainly based on traditional self-
report-based methods, such as questionnaires, interviews, and so on, which are not well equipped
to measure implicit emotion and cognitive factors objectively and accurately (Plassmann et al.,
2015).
This can be explained by the rational behavior hypothesis, which holds that consumers
will avoid risk in shopping as much as possible. Hence, when there is poor comment information
presented, consumers tend to choose not to buy the product (Mayzlin and Chevalier, 2003).
Significance of the Study

This study about "Online Reviews: Its Influence on the Purchasing Decisions of Senior
High Students at Rizal College of Taal" may help every students for several reason. First, it helps
students to become more aware when purchasing a product based on online reviews, they can
also apply their critical thinking skills to evaluate the credibility of the reviews they read. The
study can also be useful for the teachers to teach the students to think critically when evaluating
the reviews they read online, whether they are true or not. For the parents to guide their child on
their purchasing decisions by not only looking for the online reviews. This study can also help
the businesses because this can give them insights on how to develop their product to gain more
reviews and how online reviews can influence the customers decision-making, especially
teenagers, in purchasing a product. These are some of the benefits of this study.
Conceptual Framework
This study focuses on the influence of Online Reviews on the purchasing decisions of
Senior High School students at Rizal College of Taal
The research paradigm is describe by the three columns below which includes the
methodologies used in conducting the research. The first column consists of the questions that is
aim to be answered by the study that is being conducted. The second column consists of the
process or methods that is used in gathering the data or information. And the third column
includes the outcome of the study.
The influence of
We constructed a
Online Reviews on the The strategies to
structured
Purchasing Decisions determine if the online
questionnaire as an
of Senior High School review of a product is
information gathering
student at Rizal real or fake
tool
College of Taal
Objectives of the Study

● To determine how Online Reviews influence the Purchasing Decision of Senior High
School student at Rizal College of Taal
● To determine some strategies on how to know whether the review of a product is real or
fake
● To determine how online reviews builds the purchasing decisions of the student
● To determine the factorsof online reviews that affect the purchasing decisions of the
students
● To explore the purchasing habit of the students when it comes to price, quality,and trend
of the product

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“Online Reviews: Its Influence on the Purchasing

Decisions of Senior High Students

Consumer purchasing decision after reading online comments is a psychological process

Significance of the Study

Objectives of the Study

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