Examining the Impact of User-Generated Online Reviews on Consumer Purchase Behaviour in Finland

Abstract

User-generated online reviews are a powerful tool for consumers to evaluate quality, performance, and value of products or services. While their impact on consumer behaviour has been extensively studied in various contexts, their specific influence in the Finnish consumer market remained relatively unexplored. This research-based thesis aimed to bridge this gap by examining the relationship between online reviews and the purchase behaviour of Finnish consumers.

The research goals were to determine the level of importance that Finnish consumers place on online reviews when making purchasing decisions, examine the factors influencing consumers' perceived helpfulness of these reviews, and explore how their influence varies among different demographic groups and product categories.

The study was underpinned by a detailed theoretical framework that interconnected various elements within the research topic, including consumer behaviour theory, prior research on online reviews, as well as the distinct characteristics of the Finnish consumer market. Using a questionnaire-based survey, the study gathered responses from 38 Finnish consumers. Additionally, to validate findings regarding factors affecting perceived helpfulness of online reviews, a case study analysed online reviews on Verkkokauppa.com that users found either helpful or unhelpful to identify recurring patterns and themes among them.

Survey results revealed that online reviews can significantly impact the purchase behaviour of Finnish consumers. 81.6% of respondents considered online reviews to be "Very important" or "Somewhat important" part of their decision-making process, and 86.8% had been directly influenced by online reviews when making their purchasing decisions. The results remained consistent across selected demographic groups, including age, gender, education level, and annual household income. Among the selected product categories, electronics and household appliances were the ones for which consumers most commonly sought online reviews.

The case study revealed that Finnish consumers tend to find lengthy reviews that are not excessively negative and offer detailed information to be more helpful. Conversely, highly negative reviews infused with anger were more likely to be considered unhelpful. However, the findings regarding the influence of different emotions, particularly regret and anxiety, on perceived helpfulness remained inconclusive, necessitating further research.

This study holds vital implications for businesses operating in Finland, emphasizing the impact user-generated online reviews have on consumer purchasing decisions. The study suggests that businesses operating in Finland should prioritise managing and encouraging positive and detailed online reviews to enhance their performance and build consumer trust.