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Abstract
Online shopping has become very popular, so it is now important to study online consumer behavior since some factors influencing consumers while involved in traditional shopping are irrelevant to online shopping. In Uzbekistan, even though online shopping and ecommerce websites and applications are relatively new, many people have partially switched to shopping from online markets. However, research on the impact of online reviews, which are very crucial for producers and retailers, is scarce.
This paper investigates the effect of online reviews on consumer purchase behavior at Uzum, an online market that sells a wide range of products, such as clothes, technology, and drinks. The research chooses a clothing cap as a research target, and it relies on information from 7 online retailers to deduce a conclusion. The research finds that positive reviews per se do not result in more purchases of a product, yet the high number of positive reviews does so. This suggests that retailers should learn how to motivate their customers to post comments and reviews past the purchase to maximize their sales.
References
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