An Analysis of Consumer Online Reviews: Netnographic Evidence from Australia

Abstract

<p>The present study focuses on understanding various consumer experiences resulting from the interaction between consumers and online retailers during the search, purchase and post-purchase stages of the online shopping process. With a focus on understanding the role of utilitarian and hedonic consumer value orientations in influencing consumers’ decision to purchase online, the extant literature review identified six important value drivers that influence consumer experiences: perceived price, convenience, enjoyment, trust, risk and usefulness. These value drivers are either utilitarian and/or hedonic in nature, affect consumers’ decision-making process and influence the outcome of consumer shopping activities. </p> <p>Using a qualitative netnography research method, the present study examined online consumer reviews to identify various consumer experiences in the online shopping environment. Data were collected through publicly available information in the form of online consumer reviews of the selected Internet-based retailers. Data were gathered from the retailers’ official websites, the retailers’ social media pages and an independent website, www.productreview.com.au. </p> <p>The findings from the study showed that convenience, trust, usefulness and price play major roles in consumers’ decision to shop online. Also, consumers’ willingness to continue shopping online is influenced by the quality of service offered by online retailers at the post-purchase stage. Efficient customer service, quick delivery and easy and flexible return and/or exchange policies increase consumers’ satisfaction and influence their intentions to become a repeat customer. </p> <p>The present study also showed that a positive consumer experience leads to consumer satisfaction and loyalty. Consumers who are happy and content with the service they received from the online retailer showed their interest in becoming a loyal customer. However, negative consumer experiences with the online retailer can result in consumer dissatisfaction that can lead to consumer disloyalty.</p>