Effect of Online Experience Sharing on Consumers’ Purchase Choices

Abstract

In the era of e-commerce and the increasing digitalization of consumer journeys, online customer reviews have become a decisive factor influencing potential buyers’ decisions. This study investigates the effect of online experience sharing on consumers’ purchase intentions across six key dimensions: emotional valence, quantity, content quality, responsiveness, reviewer reputation, and review recency. A quantitative research design was employed using data collected from a sample of 320 online consumers. The dataset was analyzed through multiple linear regression models to assess the relative impact of each dimension. The findings reveal that all six dimensions exert a positive and statistically significant influence on consumers’ purchase intentions, with emotional valence and review content emerging as the most influential factors. These results contribute to the growing body of literature on online consumer behavior and provide valuable managerial insights for digital marketing practitioners aiming to optimize electronic word-of-mouth strategies.

Classification JEL : M31

Paper type: Empirical Research