The Effect of Online Consumer Reviews on Customers’ Purchase Intention in the Electronic Industry: A Study on Singer Bangladesh Limited

Abstract

Understanding consumer behavior is essential in today's competitive market. The purpose of this report is to investigate the Effect of Online Consumer Reviews that influence Customers’ Purchase Intention in the electronics industry. Customers have become active before making purchase decisions. With advanced technology, customers get information with one click. This research showed that the power of online reviews influences consumer behavior. This research aims to determine whether and how online reviews influence Bangladeshi customers’ purchase to buy electronic products. The study was conducted using a quantitative methods approach, including a review of existing literature and a survey of the electronics industry. To understand the result, A total of 160 consumers were surveyed. After conducting the survey, SPSS 25 version software was used to analyze the data. The results show that customers often read reviews before buying anything. When customers see positive reviews, customers are likely to buy products. We use different variables to determine the effects of online reviews on Customers' purchase intention. The analysis shows the significant impact of Customers’ Purchase Intention. Review Quantity, Quality, and timeliness have significantly affected the Customers’ Purchase Intention. On the other hand, Online valence has not significantly affected the customers’ purchase intention. The result of this investigation can be applied by the business policymakers in decision-making and the next researchers in their research.