Review consensus effects on e-wom and consumer goods e-purchase satisfaction: evidence from Vietnam

Abstract

The reviews of the consumers who are shopping online play a substantial role in forming the intentions of purchasing others. The digital platforms are progressing day in, day out, which are providing the chance to the customers to share and state their views, comments, and opinions, and simultaneously, it is establishing a strong means of marketing which is recognized as electronic word of mouth (e-WOM) which has gotten an essential source to gather the details concerning any product for the consumers. Review consensus provides comprehensiveness to e-WOM. Single or limited reviews fail to give a complete picture to the eWOM, thus to permit customers to make a proper decision, multiple studies with similarities among them are required. In the current survey, a sample of 328 online customers has been considered through a structured questionnaire designed on a five-point interval scale. Mean score and Multiple regression were used to analyze the data. The data analysis has been done with the help of SPSS 20.0 (Statistical Package for Social Sciences). This study found that most of the aspects of review consensus have a positive impact on e-WOM and E-Purchase Satisfaction for consumer goods. It was found from the study that the variables such as extended reviews are always better for review consensus if it is found positive reviews, even if there is a consensus, they can be considered to be biased, and Higher review consensus can only be achieved when we explore multiple sources of reviews are the most significant concerning the buyer’s interaction towards reviews. However, at the same time, the purchase is influenced by E-WOM; review consensus depends upon the purpose of purchasing the product