THE INFLUENCE OF ONLINE REVIEWS ON CONSUMER TRUST AND PURCHASE INTENTIONS IN O2O MODELS

Abstract

The purpose of the study is to investigate how consumer trust and purchase intention in online-to-offline (O2O) business models are impacted by online reviews. A survey is employed in the study to get information from a sample of customers who have used O2O services. The results show that the number of online reviews and review aggregation platforms are important factors influencing consumers' intentions to trust brands and make purchases. The report also highlights that the use of O2O services positively impacts consumers' satisfaction levels and loyalty towards the brand. The study contributes to the body of knowledge regarding consumer behaviour in the emerging O2O services sector by shedding light on how perceived value, innovation, and benefits influence consumer trust and purchase intentions. The report offers suggestions for creating marketing strategies to the public, the government, and marketers. From a managerial standpoint, companies should place a high priority on providing quality goods and services to satisfy customers. Additionally, the company should try to receive positive feedback for its goods and services across a range of platforms, as this will draw in new clients. To gain a deeper understanding of consumer behaviour and help businesses develop strategies that effectively attract and keep customers, future research on O2O services should look at issues related to culture, marketing, technology, situational context, and after-purchase experiences. The study concludes that consumer trust and purchasing intention are significantly impacted by online reviews. Because of this, companies that use O2O models must concentrate on offering convenience, adding value, and fostering trust to draw in and keep clients. The report suggests that companies spend money on innovation and technology to enhance the O2O experience and cultivate loyal customers.