International Journal of Trends in Accounting Research
Vol. 5 No. 1 (2024): International Journal of Trends in Accounting Research (IJTAR)

The Impact of Customer Online Reviews on Purchase Decision in Vietnam: Using Brand Switching as A Mediator

Nguyen, Thanh Lam (Unknown)
Dat, Nguyen Thanh (Unknown)

Article Info

Publish Date
30 May 2024

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.

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Journal Info
International Journal of Trends in Accounting Research
Website

Abbrev

ijtar

Publisher

Asosiasi Dosen Akuntansi Indonesia, KEPRI

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

Description

International Journal of Trends in Accounting Research (IJTAR) with registered number ISSN 2774-5643 (Online) is an accounting scientific journal published by Asosiasi Dosen Akuntansi Indonesia (ADAI). International Journal of Trends in Accounting Research is a refereed Journal dedicated to publish ...