| Keywords [eng] |
Online Shopping， ; User Feedback Formats， ; Online Reviews， ; Purchase Decision， ; Consumer Behavior， ; Product Type, E-commerce. apsipirkimas internetu, vartotojų atsiliepimų formatai, internetinės apžvalgos, pirkimo sprendimas, vartotojų elgsena, produkto tipas, el. prekyba. |
| Abstract [eng] |
Supervisor – Gintarė Gulevičiūtė Master’s thesis was prepared in Vilnius, in 2025 Scope of Master’s thesis – 66 pages. Number of tables used in the FMT – 11 pcs. Number of figures used in the FMT – 1 pcs. Number of bibliography and references – 127 pcs. This thesis will examine the effects of User Feedback Formats (ratings, reviews, visual content), Trust in Review Source, Type of Products in Online Stores and Level of Consumer Involvement to the Decision to Buy in the context of online shopping. The main objective is to learn the impact of these variables on the choice to buy, especially the role of various feedbacks and reliance on reviews in consumer behavior. The method was quantitative with a sample of 209 people who filled a survey on their perceptions of feedback formats on the user, trust of reviews, type of product, and consumer involvement. The relationships between these variables and their effect on the purchase decision were investigated with the help of statistical tools, such as descriptive statistics, correlation analysis, and regression models. The results of the research indicate that the user feedback formats (ratings, reviews, and visual materials) make a medium impact on consumer trust and purchase likelihood. The moderation effects of product type and consumer involvement were however, not significant as expected. In particular, feedback formats and purchase decisions were poorly correlated in the course of the analysis, which means that such factors as consumer trust do not heavily influence buying behavior. Also, the type of product and consumer engagement did not dramatically change the effect of feedback on buying behaviors, which implies the possibility that the effectiveness of feedback might affect the purchasing decisions across all product categories or levels of consumer engagement. |
