Impact of customer reviews on online shopping behaviour: a comprehensive analysis of Gen Y and Gen Z

Poojari, Srinivas (2024) Impact of customer reviews on online shopping behaviour: a comprehensive analysis of Gen Y and Gen Z. Masters thesis, Dublin, National College of Ireland.

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Abstract

This study examines the influence of customer reviews on the online food purchasing behaviour of Generation Y (Gen Y) and Generation Z (Gen Z) in India. The research, grounded in primary data collected through surveys, reveals that these generational cohorts are significantly influenced by online reviews when choosing food products. Positive reviews enhance brand image and are closely associated with perceptions of high food quality and prompt service, leading to increased sales. Conversely, negative, or misleading reviews can damage brand reputation. The findings suggest that marketing strategies should consider consumer reviews as a key factor in targeting Gen Y and Gen Z customers. Future research could further explore the broader impact of consumer reviews on shopping habits and employ diverse methodologies such as interviews for deeper insights.

Item Type:	Thesis (Masters)
Supervisors:	Name Email Tan, Eileen UNSPECIFIED
Uncontrolled Keywords:	Customer review; online shopping; Gen Y; Gen Z
Subjects:	H Social Sciences > HF Commerce > Marketing > Consumer Behaviour H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Food Industry Z Bibliography. Library Science. Information Resources > ZA Information resources > ZA4150 Computer Network Resources > The Internet > World Wide Web > Online Shopping T Technology > TK Electrical engineering. Electronics. Nuclear engineering > Telecommunications > The Internet > World Wide Web > Online Shopping Z Bibliography. Library Science. Information Resources > ZA Information resources > ZA4150 Computer Network Resources > The Internet > World Wide Web > Websites > Online social networks T Technology > TK Electrical engineering. Electronics. Nuclear engineering > Telecommunications > The Internet > World Wide Web > Websites > Online social networks
Divisions:	School of Business > Master of Science in Management
Depositing User:	Ciara O'Brien
Date Deposited:	12 Aug 2025 15:55
Last Modified:	12 Aug 2025 15:55
URI:	https://norma.ncirl.ie/id/eprint/8522

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