Executive Summary of the article: Influence of Online Consumer Reviews on the Sales

of Large Household Appliances: A Survey in Romania

The article entitled "Influence of Online Consumer Reviews on the Sales of Large Household
Appliances: A Survey in Romania" contains information on the relationship between online
consumer reviews and the sales of large household appliances in Romania. This includes an
overview of the research conducted on this topic, as well as specific findings from a survey
conducted in Romania. The article also discusses the implications of these findings for
businesses and consumers in the country and suggests potential strategies for companies
looking to effectively leverage on-line consumer reviews in their marketing efforts.
Our research paper was written, on the one hand, for academic audiences, such as
researchers, scholars, and students in this particular field of study. Furthermore, in the case of
our article entitled "Influence of Online Consumer Reviews on the Sales of Large Household
Appliances: A Survey in Romania", the intended audience includes researchers and scholars
interested in consumer behavior, marketing, or e-commerce, as well as business professionals
who are interested in understanding how online consumer reviews impact sales in the
household appliance industry. It is also true that, on the other hand, the intended audience for
our article includes policymakers or government officials who are interested in understanding
the role of online consumer reviews in the market for large household appliances in Romania.
It is possible that the conclusions of our research paper on the influence of online consumer
reviews on the sales of large household appliances in Romania could be of interest to a
broader audience in a summarized form, such as in a news article or a trade publication
report. We assume that this is true because our research provides insights that are relevant to
a broader audience beyond academia, such as business professionals or consumers, and the
conclusions of the research could potentially be of interest to these groups in a summarized
form. For example, research findings suggest that online consumer reviews have a significant
influence on the sales of large household appliances in Romania; this could be of interest to
companies in the industry who are looking to effectively leverage online reviews in their
marketing efforts. Similarly, the research provides insights into the factors that influence
consumers' decisions to purchase large household appliances based on online reviews; this
could be of interest to consumers who are considering purchasing these types of products. In
these cases, a news article or a trade publication report summarizing the research and its key
findings could potentially be of interest to these groups.
The research question for our article on the influence of online consumer reviews on the sales
of large household appliances in Romania is: "To what extent do customer trust in online
reviews, the volume of online reviews, and the impact of the COVID-19 crisis influence
purchase intention and sales activity of large household appliances in Romania?" This
research question addresses the key elements of the research topic, including the role of
customer trust and the volume of online reviews in influencing purchase intention, as well as
the potential impact of the COVID-19 crisis on the sales of large appliances. It also explicitly
states the focus of the research, which is the relationship between online consumer reviews
and the sales of large household appliances in Romania. From this research question, we
hypothesized: H1: Customer trust in online reviews influences purchase intent. H2: There is
an influence between the volume of online reviews and the intention of the consumer to buy.
H3: The crisis caused by COVID-19 influenced the intention to purchase electric household
products online. H4: Online reviews influence the sales activity of large appliances.
Research on the influence of online consumer reviews on the sales of large household
appliances in Romania is important for several reasons.
First, online consumer reviews have become an increasingly important source of information
for consumers when making purchasing decisions, especially for high-consideration products
such as large household appliances. Understanding the impact of online reviews on sales
activity in this market can help businesses effectively leverage online reviews in their
marketing efforts, potentially leading to increased sales and market share.
Second, research on this topic can help policymakers and government officials understand the
role of online consumer reviews in the market for large household appliances in Romania and
inform the development of relevant regulations and policies.
Third, this research can contribute to the broader body of knowledge on consumer behavior
and the role of online reviews in the purchasing process. This information can be used by
researchers and scholars to develop new theories and models, and by business professionals
to inform their marketing strategies and tactics.
The economic consequences of this research are significant, as understanding the impact of
online consumer reviews on the sales of large household appliances in Romania could help
businesses in the industry increase their sales and profitability. Additionally, this research
may lead to the development of effective strategies for leveraging online reviews in
marketing, and it could potentially benefit the overall economy by driving increased
consumer spending.
Previous research on the influence of online consumer reviews on sales provided a basis for
this study on the topic in the context of large household appliances in Romania. For example,
previous research has shown that online consumer reviews can have a significant impact on
purchase decisions, particularly for high-consideration products such as appliances. This
research has also identified factors that can influence the impact of online reviews on sales,
such as the volume of reviews, the sentiment of the reviews and the credibility of the review
source.
Furthermore, previous research has explored the role of trust in online reviews and how it can
influence consumer behavior. This research has shown that consumers are more likely to trust
and be influenced by online reviews if they perceive the reviews to be credible and
trustworthy.
Drawing on this existing research, our study on the influence of online consumer reviews on
the sales of large household appliances in Romania is based on and contributes to the existing
body of knowledge on this topic. This can help to contextualize the findings of the study
within the broader literature on the subject and highlight the specific contributions and
implications of the research.
For our study, we used a questionnaire to collect data from a sample of 404 individuals who
had purchased and read at least one online review of an electrical household product. The
questionnaire included questions about demographic information, consumer behavior in the
online environment, the impact of online reviews on the intention to purchase, and the quality
of the last home appliance purchased based on online reviews. Data were collected between
February and May 2022 and were analyzed using simple and multiple linear regression in the
IBM SPSS program. The sample for the study was determined to be representative of the
population of all consumers in Romania who had purchased an electronic household product
online at least once, according to an official report that analyzed the online market in
Romania. The methods used in this study, such as the use of a questionnaire to collect data
and the analysis of the data using simple and multiple linear regression, have been used in
previous studies on the influence of online consumer reviews on the sales of large household
appliances or other products. These methods are commonly used in research to collect and
analyze data on various topics, including consumer behavior and marketing.
Our study has found that online consumer reviews have a significant influence on the
intention to purchase and the sales activity of large household appliances in Romania.
Specifically, the results of the study showed that customer trust in online reviews and the
volume of online reviews were significantly related to purchase intention, while the COVID-
19 crisis did not have a significant influence on purchase intention. Furthermore, the study
found that online reviews significantly influenced the sales activity of large appliances.
These findings suggest that online consumer reviews can be a powerful tool for businesses in
the large household appliance industry in Romania, as they can influence consumer
purchasing decisions and drive sales activity. The study's findings also highlight the
importance of building customer trust in online reviews and promoting a high volume of
positive reviews, as these factors can contribute to increased sales activity.
Overall, this study adds to the existing body of knowledge on the influence of online
consumer reviews on sales and specifically focuses on the impact of these reviews on the
sales of large household appliances in Romania. The study findings can be used by
companies in the industry to inform their marketing strategies and tactics, and by
policymakers and government officials to understand the role of online reviews in the market
for large household appliances in Romania.
The findings of this study can be implemented in a variety of ways, depending on the specific
goals and needs of businesses and other organizations. Some potential ways to implement
these findings include:
1. Using online reviews to improve marketing efforts: The study's findings suggest that
online consumer reviews can be a powerful tool for businesses in the large household
appliance industry in Romania, as they can influence the purchasing decisions of consumers
and drive sales activity. As such, businesses may want to consider strategies to promote
positive online reviews and build customer trust in these reviews, such as responding to
customer reviews, highlighting positive reviews on their website and social networks, and
offering excellent customer service to encourage positive reviews.
2. Developing policies and regulations related to online reviews: The study findings may be
of interest to policy makers and government officials who are responsible for regulating
online reviews and consumer protection in Romania. These findings could be used to inform
the development of policies and regulations related to online reviews, such as guidelines to
ensure the credibility and trustworthiness of online reviews or regulations related to the use of
online reviews in marketing.
3. Conduct further research: The study's findings can also be used to inform further research
on the influence of online consumer reviews on the sales of large household appliances in
Romania or other countries. This could include additional studies to replicate.
Going further, the findings of this study on the influence of online consumer reviews on the
sales of large household appliances in Romania may be significant both for business and
academia.
For businesses, the study findings can provide valuable information on the impact of online
consumer reviews on the sales of large household appliances in Romania, which could inform
marketing strategies and tactics. For example, businesses in the industry may want to
consider ways to promote positive online reviews and build customer trust in these reviews to
drive sales activity. Additionally, the study's findings may be of interest to businesses in other
industries that are looking to understand the role of online consumer reviews in driving sales
and how they can effectively leverage these reviews in their marketing efforts.
For academia, the study's findings can contribute to the existing body of knowledge on the
influence of online consumer reviews on sales, and specifically highlight the impact of these
reviews on the sales of large household appliances in Romania. The study's findings may be
of interest to researchers and scholars who are studying consumer behavior and marketing,
and may inspire further research on this topic or related areas. Additionally, the findings of
this study may be of interest to students and educators studying marketing and consumer
behavior, as they provide a real-world example of the impact of online consumer reviews on
sales.
There are a variety of directions that future research could take to expand the work of this
study on the influence of online consumer reviews on the sales of large household appliances
in Romania. Some potential areas for further research include
1. Examining the impact of different types of online reviews: Future research could explore
the impact of different types of online reviews on the sales of large household appliances in
Romania, such as video reviews, written reviews, or reviews with photos or other multimedia
elements. This research could help to better understand the specific features of online reviews
that are most influential in driving sales activity.
2. Investigating the influence of other factors on the impact of online reviews: Future
research could examine the influence of other factors on the impact of online reviews on the
sales of large household appliances in Romania, such as the reputation of the review source,
the length of the review, or the tone of the review. This research could help identify
additional factors that businesses can use to effectively use online reviews in their marketing
efforts.
3. Comparing the influence of online reviews in different countries or regions: Future
research could compare the influence of online reviews on the sales of large household
appliances in Romania to other countries or regions, to understand any cultural or contextual
differences that may impact the impact of online reviews on sales. This research could help
identify best practices for using online reviews in marketing that can be applied in different
cultural contexts.
4. Examining the influence of online reviews over time: Future research could study the
influence of online reviews on the sales of large household appliances in Romania over time,
to understand how this influence may change as the market evolves.
Thank you for reading this summary as we hope that it aroused your interest to read and
review the whole work.