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All Journal International Journal of Trends in Accounting Research
Nguyen, Thanh Lam
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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The Impact of Customer Online Reviews on Purchase Decision in Vietnam: Using Brand Switching as A Mediator Nguyen, Thanh Lam; Dat, Nguyen Thanh
INTERNATIONAL JOURNAL OF TRENDS IN ACCOUNTING RESEARCH Vol. 5 No. 1 (2024): International Journal of Trends in Accounting Research (IJTAR)
Publisher : Asosiasi Dosen Akuntansi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54951/ijtar.v5i1.609

Abstract

The rapid development of technology leads to diversification in consumer behavior. Businesses face greater competition challenges. New factors such as online customer reviews also affect consumer purchasing decisions. In order to create sustainable sales growth, businesses need to pay attention to the customer experience to reduce the percentage of customers switching to a new brand. This study incorporates these factors into the proposed model to assess their relationship. The analytical results show that the factors of customer online reviews and brand switching all impact purchase decisions.. Research is meant for businesses in general and marketers in particularly.
Co-Authors Dat, Nguyen Thanh