The impact of online reviews on customers in the online buying process
Nguyen, Tuyen (2020)
Nguyen, Tuyen
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202004034410
https://urn.fi/URN:NBN:fi:amk-202004034410
Tiivistelmä
The principal aim of the thesis was to shed light on the extent to which online re-views exerted an impact on customer behavior in the consumer purchasing process. Furthermore, this research was conducted with a view to delivering its readers with a practical case, Airbnb, emphasizing the influence of online customer reviews initiated on customers’ attitudes and responses.