The influence of rating system and online reviews to online buying behaviors of the

millennial/s

Introduction

What is communication? – The word ‘communicate’ is traditionally related to the word

‘common’. It stems from the Latin verb communicare, which means ‘to make common, ‘to share’, and
which in turn is related to the Latin word for common: communis. When we communicate, we make
things common, thus increases our shared knowledge, our common sense which is the basic
precondition for all community [ CITATION Kar00 \l 1033 ] . Communication is the exchange of
information from one person/entity to another. It can be a one-way, two-way or a broadcast in which
the same message is being delivered to a number of people. It is essentially important, if not, to all
forms of living organisms, in which is delivered and processed in many different ways [ CITATION
Dal19 \l 1033 ]. One of most popular mode and means of communication is the internet.

In the recent years, the boom and rise of new technologies like the broadband internet and Web
applications have rapidly amplified the numbers of consumer-generated media platforms, causing the
word-of-mouth communications to be converted into various types of computer-generated networks
and electronic communities[ CITATION Lee08 \l 1033 ]. A pool of opinions on products and services are
regularly articulated in the form of online customer reviews. At the same time, searching for relevant
information on a product has become a dispensable stage in the decision making process[ CITATION
Sig09 \l 1033 ]. The underlying belief is that consumers tend to rely on information about products and
services provided by other customers [ CITATION Sen04 \l 1033 ], indicating the power and
persuasiveness of online product reviews[ CITATION Lit08 \l 1033 ]. Consumers tend to rely more often
on peer reviews than the information being provided by business individuals since fellow customers are
more independent and trustworthy[ CITATION Wil93 \l 1033 ]. Moreover, customers are believed to
have no vested forms when posting online reviews and that there is no structured pattern for them to
post their own experiences on the internet[ CITATION Par \l 1033 ]

Along with the mounting dispersion of e-commerce, online product reviews have become
principal source of information for customers, manufacturers as well as retailers. Reviews and ratings
contributed by online consumers provide product information for potential consumers, therefore
reducing their uncertainty about the product [ CITATION Eng15 \l 1033 ]. Furthermore, the efficiency of
online reviews as a good substitute for overall word-of-mouth is well established, and is believed to
highly influence the customer’s purchasing decisions, their satisfaction and revisiting intentions as well
as the sales [ CITATION Zhu10 \l 1033 ]. On the other hand, online manufacturers and retailers have
progressively rely on customer feedback to further enrich their marketing strategy, adjusting product
listings, and to create additional revenue[ CITATION Che08 \l 1033 ].

Millennials, also known as Generation Y, are essential ingredient in the development of e-

commerce. Having grown up socializing and purchasing online, millennials usage of e-commerce will
continue to develop along with its unrestricted income [ CITATION Kat11 \l 1033 ]. Computers and
mobile phones are common place tools used by Millennials and can even be called as essential. Ninety-
seven percent of millennial in the United States owns a computer and ninety-four percent owns a
mobile phone[CITATION Inc08 \l 1033 ]. Millennials are known to access digital media on a daily basis
and have the capability to communicate and make purchases from suppliers worldwide. Because of their
familiarity on the usage of digital media/internet, they have been identified as the motivating force in
online shopping [ CITATION Kat11 \l 1033 ].

Inter-active technologies, social networking and the internet are enabling Millennials to be more
active in the formation and development of products and brands. Word-of-mouth circulates around the
world nowadays. This certain generation wants to have input relating to all aspects of a product or
services, even its promotions. Successful dealers should readjust their strategies in order to positively
engage these vocal consumers[ CITATION Kat11 \l 1033 ]. Internet-driven consumers are ready to grab
purchase opportunities if the digital messages are appealing to them, or reject/shun a product if the
message or reviews displeases them.

Hence, the researchers of this study aims at gaining a more comprehensive understanding of the
impacts of online product reviews on the consumer’s buying behavior and decision making. It is
generally accepted that online reviews have either positive or negative effects on a products reputation
and, consequently, to enhance or detract potential consumers.

Short info on the findings…………………………………………………………………..

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