Unveiling the Digital Echo: How Online Reviews Shape Consumer Purchase Decisions

This research explored the influence of online product reviews on consumer purchasing choices using eye-tracking. The approach included creating a framework for product reviews and purchasing intention, considering gender and visual attention’s moderating roles in comments. The study empirically analyzed consumers’ fixation during purchase choices and behaviors, revealing that negative comments garnered more attention, especially among female consumers. The research also unveiled a link between visual browsing behavior and purchase intention, along with consumers’ inability to spot false comments. The study contributes valuable insights into the mechanics of online review’s impact on shopping behavior, notably gender’s role in attentional bias, emphasizing the need for tailored product/service information to address negative comments based on consumer characteristics, including gender.