INFLUENCE OF
CUSTOMER REVIEWS
When a consumer shares their
reviews through an e-commerce
system this is known as ‘social
shopping’ it was found that 89% of
people say reviews influence their
shopping decision (Mackenzie,
2011) and 57% of consumers check
information about a product on their
phones whilst in store shopping.
(Mike, 2013) However a problem
with ‘previous’ customer reviews is
that not all are real; 25% of customer
reviews were actually found to
be fake. (More, 2016) As there’s
much influence on an individual’s
shopping experience based on
consumer’s reviews, there must be
a strive towards receiving positive
online consumers reviews and also
high levels of recommendation.
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