DON HONORIO VENTURA STATE UNIVERSITY

DHVSU APALIT CAMPUS

Cabambangan, Villa de Bacolor 2001, Pampanga, Philippines Apalit, Pampanga
Tel. No. (6345) 458 0021; Fax (6345) 458 0021 Local 211 E-mail address: apalitcampus@dhvsu.edu.ph
URL: http://dhvsu.edu.ph

RESEARCHER’S NAME(S):

Labarda Reygie

Lacap Jeramy M.

Lao, Emmanuel M.

Maglalang, Rachelle A.

Mamangun, Noemi D.

PROGRAM: Bachelor of Science in Business Administeation Major in Marketing 3-A

TITLE: The Effect of Online Descriptions, Reviews and Ratings on Purchase Decision of Shoe
Products

Introduction

Today, people are living in an online world. nowadays. The source of information was the
internet for sharing knowledge, but nowadays, life would be quite difficult without it. People's
lifestyles have changed, and even the traditional way they used to make purchases in stores
has changed because of their shift to online shopping. Online shopping deals provide customers
with a variety of products and services, wherein customers can compare them with deals from
other intermediaries and choose one of the best deals for them (Sivanesan, 2017). Consumers
are more likely to read product reviews while purchasing online. Product reviews help potential
customers obtain information about the buying experiences of other consumers. Product
reviews are an important source of information for consumers and also support their purchasing
decisions (Lackermair et al., 2013). Online descriptions and product reviews are able to make
consumers decide to do online shopping. Meanwhile, there is also an increasing trend for
consumers to share their shopping experiences on the network platform (Floh et al., 2013).
Customers will act on the advice of online reviewers if they believe these comments to be
trustworthy (Ampadu et al., 2022). Consumers must rely on more information to reduce
uncertainty and risk and enhance trust. Customers can easily compare the product descriptions,
reviews, and ratings. They search for the product until they find a suitable one for their mental
satisfaction.

As a result, useful reviews enhance the value of online business sites such as Lazada and
Shopee, and online platforms with more helpful reviews are more likely to attract customers.
specifically shoe products, shoes have become a fashionable lifestyle item. It's more than just a
foot protection product. Online customer reviews have become increasingly valuable to online
consumers (Duan et al., 2022; Zhou and Tu, 2022). Online reviews give customers access to
product-related knowledge, which boosts their trust when making online purchases (Fernandes
et al., 2022). Several researchers have looked into how online reviews affect consumers'
decision-making when it comes to various product categories, specifically shoe products (Kang
et al., 2021; Le et al., 2022; Zhao et al., 2019).

The descriptions, reviews, and ratings we found on different online shopping platforms
represent the reputation of the products, the sellers, and the business in terms of the consumer
purchasing experience with a product. Positive reviews reassure potential customers that they
can trust your brand, your products, or your services.(Licata, 2023). A product description is a
short, persuasive text that attempts to persuade potential buyers of the benefits of a product. It
usually includes the product features, benefits, and specifications. A good description should
convince potential buyers to purchase the product. (Alkan, 2022). Moreover, customer reviews
 DON HONORIO VENTURA STATE UNIVERSITY
DHVSU APALIT CAMPUS
Cabambangan, Villa de Bacolor 2001, Pampanga, Philippines Apalit, Pampanga
Tel. No. (6345) 458 0021; Fax (6345) 458 0021 Local 211 E-mail address: apalitcampus@dhvsu.edu.ph
URL: http://dhvsu.edu.ph

offer a glimpse into the real-life experiences of others, which is invaluable information for
consumers. They can see how a product or service has worked for others, what the strengths
and weaknesses are, and whether it meets their specific needs. (AIContentfy team, 2023). This
plays an important role as the key factor in determining a consumer's product choice,
purchasing, attitude, and retention.

In addition, insufficient studies have identified the helpfulness of online reviews in examining
reviews information and classification threshold by search products and experience products,
also understanding Online Consumer Textual Reviews and Rating and Effect of Online
Reviews on Attitude and Purchase Intention on how Consumers Respond to Mixed Reviews.
Pongpatipat, Chatdanai (2014).

This study aims to investigate the effects of online descriptions, reviews and ratings on shoe
products are a growing area of research interest. Online reviewers' activities, which are the
precursor to online reviews, have not yet been completely analyzed. Consumers can more
accurately forecast how online reviews will affect their buying decisions by being aware of the
review process. It can assist academics in better comprehending how online users participate in
various online communities to make purchases. Additionally the researchers assumed to find
accurate and reliable results so that the study will be beneficial to its possible users.

Consulte Literature:

(Duan et al., 2022; Zhou and Tu, 2022). "Elements of information ecosystems stimulating the
online consumer behavior: A mediating role of cognitive and affective trust"
https://www.sciencedirect.com/science/article/abs/pii/S0736585323000345

(Ampadu et al., 2022) "Factors Affecting Consumers' Impulse Buying Behaviour In Online
Shopping: A Systematic Literature Review"
https://journalppw.com/index.php/jpsp/article/download/14144/9169/17278

Wang & Wang (2020). A Review of Online Product Reviews

"https://www.researchgate.net/publication/339072438_A_Review_of_Online_Product_Reviews"

Bindia D, Gitika N. and Ashutosh G.(12 April 2021). “A study on factors limiting online shopping
behaviour of consumers” Department of Commerce and Business Management, DAV
University, Jalandhar, India https://www.emerald.com/insight/content/doi/10.1108/RAMJ-07-
2020-0038/full/pdf?title=a-study-on-factors-limiting-online-shopping-behaviour-of-consumers

(Lackermair et al. 2013). “Importance of Online Product Reviews from a Consumer's

Perspective” https://www.hrpub.org/journals/article_info.php?aid=38

(Hossin et al., 2022). Understanding Online Consumer Textual Reviews and Rating: Review
Length With Moderated Multiple Regression Analysis Approach. SAGE Open.
https://journals.sagepub.com/doi/full/10.1177/21582440221104806

Pongpatipat, Chatdanai. (2014). "The Effect of Online Reviews on Attitude and Purchase
Intention: How Consumers Respond to Mixed Reviews "Old Dominion University
https://digitalcommons.odu.edu/cgi/viewcontent.cgi?
article=1050&context=businessadministration_etds
 DON HONORIO VENTURA STATE UNIVERSITY
DHVSU APALIT CAMPUS
Cabambangan, Villa de Bacolor 2001, Pampanga, Philippines Apalit, Pampanga
Tel. No. (6345) 458 0021; Fax (6345) 458 0021 Local 211 E-mail address: apalitcampus@dhvsu.edu.ph
URL: http://dhvsu.edu.ph

Sun, X., Han, M., & Feng, J. (2019, September 1). Helpfulness of Online Reviews: Examining
Review Informativeness and Classification Thresholds by Search Products and Experience
Products. Decision Support Systems, Volume 124, 2019,113099.
https://www.sciencedirect.com/science/article/abs/pii/S0167923619301289

Alkan, S. (2022, October 12). How Product Descriptions Lead to an Increase in Conversions.
AX Semantics. https://en.ax-semantics.com/blog/product-descriptions/#:~:text=A%20product
%20description%20is%20a,clear%2C%20concise%2C%20and%20engaging.

RJ Licata, Director of Marketing (Mar 3, 2022) "Why Online Reviews are Important for
Customers & Businesses". https://terakeet.com/blog/online-reviews/#:~:text=Positive
%20reviews%20reassure%20potential%20customers,important%20in%20their%20purchasing
%20decisions.

AIContentfy team (August 11, 2023). "Understanding the impact of customer reviews on
acquisition. "https://aicontentfy.com/en/blog/understanding-impact-of-customer-reviews-on-
acquisition