The Influence of Online Reviews on Consumer Decision Making Process

Abstract

Online reviews have significantly transformed how consumers make decisions. With the rise of digital platforms, people increasingly depend on others’ online opinions before choosing products or services. Seen as more authentic than traditional advertising, online reviews greatly influence perceptions, build trust, and guide purchasing decisions. In this context, online reviews have become a crucial element in the consumer decision-making process, offering insights. As more consumers rely on these reviews, understanding their influence on each stage of the consumer decision-making process becomes essential for companies seeking to build trust and stay competitive. This is the foundation of our research titled "The Influence of Online Reviews on the Consumer Decision-Making Process: Case Study Heetch." The study is structured into two main chapters. The theoretical chapter includes two sections: one focused on the concept of online reviews, and the other on the consumer decision-making process and its link to digital feedback. The second chapter is empirical, presenting the Heetch company and analyzing data from our quantitative study. Our goal is to explore how online reviews influence consumer choices in the ride-hailing industry and how Heetch can leverage these insights to enhance its services, improve customer satisfaction, and boost its competitive edge.