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Many academic studies have examined whether Internet reviews influence purchase decisions. The results are clear and unanimous:
Internet reviews have a clear effect on purchase decisions |
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“Consumers choosing an unfamiliar supplier are more likely to search for information on the supplier to reduce their uncertainty compared to consumers choosing a familiar option.”
Abhijit Biswas
Wayne State University |
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“Consumer reviews have become a rich source of information based on which other consumers make purchase decisions.”
Zhang and Tran
University of Ottawa |
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“Customer word-of-mouth has a causal impact on consumer purchasing behavior.”
Chevalier & Mayzlin
Yale University |
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“Online user reviews have become an important source of information to consumers, substituting and complementing other forms of word of mouth communication about the quality of various products.”
Chevalier & Mayzlin
Yale University |
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