DIFFICULTIES ENCOUNTERED BY THE SELECTED ONLINE SELLERS FOR HAVING NEGATIVE REVIEWS ON THEIR PRODUCT IN CABIAO AND SAN ISIDRO NUEVA ECIJA

Abstract

Online reviews play a crucial role in influencing consumers’ purchasing decisions due to their accessibility and ease of use. However, negative reviews often have a stronger impact on consumer behavior than positive feedback. This study highlighted the difficulties encountered by online sellers who receive negative reviews on their products. This study utilized a qualitative phenomenological research design to explore the experiences of online sellers who received negative feedback in Cabiao and San Isidro, Nueva Ecija. The research focused on aspects such as product types, online platforms used, and demographic profiles of sellers. Purposive sampling was employed to select thirteen online sellers as participants. Data were gathered through semi-structured interviews, face-to-face interviews, and audio recordings, from which themes were developed. The findings revealed that Facebook was the preferred platform for selling clothing products among most respondents aged 19 to 30, primarily due to its wide user base. However, negative reviews and customer complaints were found to discourage potential buyers and create challenges for sellers in meeting customer expectations. These issues often led to consumer dissatisfaction and disconfirmed expectations. The study also found that adopting creativity and innovation was an effective strategy for online sellers in addressing consumer concerns. The study demonstrated that consumer dissatisfaction and unfulfilled expectations have a direct impact on the performance of online sellers’ businesses. The findings suggested that online sellers can mitigate the effects of negative reviews by implementing creative and innovative strategies, such as improving product quality and using negative feedback as motivation for business improvement.