INFLUENCE OF ONLINE REVIEWS ON THE PURCHASING BEHAVIOR OF GRADE 12 ACCOUNTANCY BUSINESS AND MANAGEMENT STUDENTS AT IMMACULADA CONCEPCION COLLEGE

Abstract

Online reviews serve as customer feedback on products or services they have purchased, used, or experienced. These reviews, commonly shared on digital platforms, play a vital role in consumer decision-making by providing insights into product quality, performance, and overall satisfaction. Research indicates that consumers are 63% more likely to trust brands with online reviews compared to those without. The absence of reviews increases perceived risk, making potential buyers hesitant to proceed with a purchase. Moreover, consumers rely on personal standards to assess product value, ensuring they invest in high-quality goods while avoiding substandard or inferior products (Psychol, 2022).

This study aims to analyze the impact of online reviews on the purchasing decisions of Grade 12 Accountancy, Business, and Management (ABM) students at Immaculada Concepcion College. The researchers will use a non-experimental quantitative research method. According to Research (2023), data collection methods may vary and can include telephone interviews, face-to-face interviews, online surveys, or postal surveys. In this study, data will be gathered from a sample of individuals using a structured questionnaire or survey. In analyzing the survey results, the average weighted means were as follows:

Table 1: 3.30, 3.44, 2.98, 3.33

Table 2: 2.91, 3.37

Table 3: 3.38

Assuming a 5-point Likert scale was used, where responses range from 1 (Strongly Disagree) to 5 (Strongly Agree), the interpretation of these means is as follows:

Means between 3.51 and 4.50: Indicate agreement with the statements.

Means between 2.51 and 3.50: Reflect neutrality or a tendency towards agreement.

Means between 1.51 and 2.50: Suggest disagreement with the statements.

Based on these ranges, the respondents generally agreed with the survey statements, as most means fall between 2.91 and 3.44, indicating a neutral to agreeable stance. The mean of 2.98 suggests a neutral position, while means above 3.0 lean towards agreement. Therefore, it's accurate to conclude that respondents in all tables generally agreed with the survey items. Your research indicates that despite potential risks associated with online reviews—such as scams and fraudulent feedback—Grade 12 Accountancy, Business, and Management students at Immaculada Concepcion College continue to rely on them for purchasing decisions. This trust suggests that respondents exercise caution and responsibility when shopping online.

This behavior aligns with broader consumer trends. Studies indicate that online reviews significantly influence consumer purchasing decisions, with many individuals trusting them as much as personal recommendations. However, the prevalence of fake reviews, often generated by AI, poses challenges to their trustworthiness. Despite these challenges, consumers often consider online reviews as trustworthy as personal recommendations.

The continued reliance on online reviews, even amid potential risks, underscores the importance of critical evaluation and responsible online shopping practices among consumers.