This study investigates the impact of customer reviews on purchasing decisions, specifically within the context of Flipkart. Using a mixed-methods approach, the researchers delve into how customer feedback shapes consumer buying behavior, with age and gender considered as potential influencing factors. Quantitative analysis was conducted on data collected from 124 respondents to assess the significance of customer reviews in purchase decisions. The findings reveal that age does not play a significant role in shaping purchasing decisions based on customer reviews. However, gender differences were observed, particularly in how negative reviews influenced purchasing decisions. Positive reviews were found to have a strong impact on buying behavior, with no substantial variation across age groups. Conversely, negative reviews had a notable influence on consumers, with males and females exhibiting differing responses. Additionally, gender significantly influenced the effect of customer reviews on one-time purchases, while recurring purchases showed minimal age-related impact. In conclusion, customer reviews play a critical role in shaping Flipkart users' purchasing behavior, with gender emerging as a key moderating factor. These insights emphasize the importance of leveraging customer feedback to enhance product offerings and overall customer satisfaction.
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- P. Y. Radhika (Author), Ashwin Tripathy (Author), Aditya Rauniyar (Author), Noel Robert (Author), Karan Karki (Author), P. Hema Devi (Author), M. Veera Swamy (Author), M. Arul Jothi (Author), 2024, The Impact of Customer Reviews on Flipkart Purchasing Decisions. Exploring the Role of Gender and Feedback Influence, Munich, GRIN Verlag, https://www.grin.com/document/1577610
