The Impact of Customer Online Reviews on Purchase Decision in Vietnam: Using Brand Switching as A Mediator

Thanh Lam Nguyen; Nguyen Thanh  Dat

doi:10.54951/ijtar.v5i1.609

Authors

Thanh Lam Nguyen Ho Chi Minh City University of Economics and Finance
Nguyen Thanh Dat Ho Chi Minh City University of Economics and Finance

DOI:

https://doi.org/10.54951/ijtar.v5i1.609

Keywords:

Customer Online Review, Purchase Decision, Business

Abstract

The rapid development of technology leads to diversification in consumer behavior. Businesses face greater competition challenges. New factors such as online customer reviews also affect consumer purchasing decisions. In order to create sustainable sales growth, businesses need to pay attention to the customer experience to reduce the percentage of customers switching to a new brand. This study incorporates these factors into the proposed model to assess their relationship. The analytical results show that the factors of customer online reviews and brand switching all impact purchase decisions.. Research is meant for businesses in general and marketers in particularly.

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