The impact of online consumer reviews on buying decision: an online baby clothing store.

Abstract

Nowadays, many parents prefer to buy their baby clothing on online store because of convenience, quality and variety of product. Moreover, those parents search information before purchase decision from online in form of other parent reviews, product information from brand and others. Therefore, the purpose of this research is to examine what factor of consumer review is the important keyword to make parents who are online shoppers purchase decision. This paper collects data by using in-depth interview that method helps the author deeply understand consumers. In addition, the research questions based on theory of eWOM and Marketing Mix that is the important characteristic of consumer reviews. The result of this study can help online retailers adjust their strategy to make an impact reviews or new marketing campaign influence customer to purchase through online store.