Year: 2025
Type: article
Study design: Observational Study
Abstract: Online reviews are a key driver of consumer purchasing behavior, especially in the post-COVID-19 era, were digital platforms shape decision-making. This study examines the impact of online reviews on purchasing decisions within ShopeeFood, a food delivery service in the Shopee ecosystem. Using multivariate regression analysis on data from 411 ShopeeFood users in Ho Chi Minh City via SPSS 20, the findings reveal that reviewer influence, review quality, review quantity, and positive/negative user reviews significantly affect purchase intention. Notably, negative reviews have the strongest impact, highlighting consumer sensitivity to unfavorable feedback. These findings have financial implications for both consumers and businesses. Consumers can make more cost-effective choices by leveraging high-quality reviews, minimizing financial risk from poor purchases. For businesses, strategic review management enhancing engagement, encouraging detailed feedback, and addressing negative reviews can boost trust, revenue, and long-term profitability in the digital marketplace.
Authors: Thi Nhan Tran, Gia Bao Nguyen, Van Nhan Nguyen, Ngoc Kieu Vi Nguyen, Le Nguyen Tran
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: bronze
OpenAlex ID: W4409564512