Abm 1 Group 2 Pagwagan Chapter 1 To 5

NAGPAYONG HIGH SCHOOL
Online User-Generated Reviews: Effects on Customers'

Behavior and Purchasing Decision
A Thesis
Presented to the Faculty of Senior High School
Nagpayong High School
Pinagbuhatan, Pasig City
In Partial Fulfillment of the Requirements for the Track

Accountancy, Business and Management
by
Pagwagan, Baliza, Calderon et al.
October 2021
Chapter 1
THE PROBLEM AND ITS SETTING
Introduction
Word of Mouth (WOM) has been widened with the rise of the Internet to
allow users to access others' opinions quickly, thoughts, evaluations, and
experiences (Sen & Lerman, 2007), and it is now commonly referred to as
electronic word-of-mouth communication (eWOM). The Internet has evolved
into a platform for "social" customer electronic word of mouth (eWOM) and a
vital source of knowledge and empowerment for customers. User-Generated
Reviews or UGR are a fundamental element of social eWOM (Huang and
Benyoucef, 2012). Individuals use UGR to express their opinions and
experiences on companies, brands, products, and services and build large-scale
word-of-mouth networks. Consumers can make their own opinions freely
accessible to global communities or individual peers who use the information to
support their purchasing behavior that leads to a final decision. According to
Kotler and Keller (2011), consumer purchasing behavior is the act of how
people, groups, and organizations buy goods, services, or experiences to meet
their needs and wants. Consumers who become critical, more assertive and
decisive, control the information they obtain about products, brands, and
companies. They believe that users will talk about the good side of the product
and the opposing side. A decision is when the consumer has decided to buy or
not a product after collecting and evaluating information from several sources
like reviews and deciding what to purchase (Kotler et al. 2017). Consumers
purchase the goods or products which they give the highest rank in the
evaluation stage.
Online user-generated reviews, as buyer feedback, have a significant
effect on potential customers' purchasing behavior and decision. It also defines
the amount of risk involved in a purchase. Further, consumers show
uncertainty about their purchasing decision and the consequences those
decisions can bring along. Besides relying on a brand image or own purchase
experiences, customers can seek information from former consumers to reduce
the risk of unaimed consequences of their actions (Burtona & Khammash,
2010). Also, the consumer can seek reviews to reassure the consumer that the
choice was right and the risk-free option. Especially when consumers plan to
purchase high-priced products, the search for reviews is performed even more
intensively to minimize uncertainty (Henning-Thurau & Walsh, 2003).
It's becoming increasingly important to understand how individuals make
online purchasing decisions. With an increase of 19.9% in 2016 and forecasted
growth of 17.5% for 2017, global business to consumer (B2C) e-commerce now
accounts for 8.7% of retail sales worldwide. Overall, e-commerce is still
dominated by middle-aged and older consumers, but younger consumers (16-24
year old) are increasingly buying goods or services online. So far, most research
has focused on older adults, leaving it unclear how younger adults deal with
the challenges involved in online consumer decisions (Helversen et al., 2018).
Still, this research will not just about the online consumer decision but it is
about the online user-generated reviews and its effect on customers’
purchasing behavior and decision.
According to the article of Dumlao (2011), reviews posted online have a
significant effect on Filipinos' purchasing behavior and decisions in the
Philippines, with three out of five, or 61 percent of Filipino customers who
access the Internet claiming that they believe online consumer reviews.
According to a report, which is a pre-release of data from the global insights
and measurement company's inaugural Southeast Asia Digital Consumer
Report, two-thirds of digital Filipinos use social media as a resource when
determining what products and services to purchase. It also discovered that
online product reviews and discussion forums are the second and third most
trusted sources of product purchase suggestions, next only to friends and
family. According to Jay Bautista, general director of Nielsen's media business
in the Philippines, such overwhelming trust in online reviews creates
opportunities and challenges for companies and customers. Given that people
are likely to believe what they read online, repeatedly unfavorable reviews
placed online will almost certainly have a negative impact on
customers' behavior, prompting them to decide not to continue purchasing.
Favorable recommendations openly given in online reviews, on the other hand,
will go a long way toward improving product image and assisting more
customers in making a good purchasing decision.
In the Nagpayong area, many people also became online customers and
sellers to survive our current crisis. In connection with this, consumer reviews
influence customer purchasing behavior and decision. They rely on it. When
customers see good reviews, they tend to purchase many products, but they are
easily convinced not to buy if they read bad reviews. Many online customers
rely on consumer reviews before they buy a product. According to Bright Local
(2017), 97% of consumers looked at the online local business review. This
percent says a lot about the help of online reviews for determining the
customers purchasing behavior and decision.
The purpose of this study was to know the effects of online user-generated
reviews on customers' behavior and purchasing decision in selected online
customers of Grade 12 students in Nagpayong High School during S.Y. 2021-
2022. It will help customers prevent getting scammed by online shopping sites,
which caused their doubt to purchase. Also, it contributes to marketers'
knowledge by providing insights into consumers' behavior, which marketers

can potentially use to better respond to and target these consumers to
overcome barriers to consumer choice.
Theoretical Framework
The following discussions presented theories that justified this research
and provided the intellectual backbone for the purpose of this study:
Stimulus-Organism- Response Model
Figure 1. Stimulus-Organism- Response Model
This study is supported by the Stimulus-Organism-Response (SOR) Model
developed by Mehrabian and Russel (1974). This model indicates that the
scenario can stimulate consumers' psychology and affect consumer behavior
and decision. The stimulus comes from the rating and comments on online
reviews. Review rating refers to a positive review, moderate review, an
negative review of the goods. Review rating of goods is the initial attitude of
consumer, which the consumer on goods evaluates. Consumers update the
attitude of goods according to the star ratings, which is one of the consumers'
learning processes. The number of positive reviews has a significant impact on
consumer decision-making; the customer may decide to buy the product; the
number of moderate reviews has no impact; and the number of negative
reviews has a negative impact on the consumer's buying behavior and causes
them to decide not to buy the product. The stimulus triggers a response; it can
be a reaction, effect, or response based on internal evaluation of the organism,
which is the customer.
The Stimulus-Organism- Response Model is one of the theoretical
research frameworks. It indicates that reading and evaluating reviews first
will aid in understanding customer behavior and decision-making when
purchasing a product online. It clearly stated in the model how it influences
other people based on the result of experience, personal or observed, or a
suggestion in reviews.
Elaboration Likelihood Model
Figure 2. Elaboration Likelihood Model

The Elaboration Likelihood Model (ELM) was developed by Petty and
Cacioppo (1980). The model aims to explain different ways of processing
stimuli, why they are used, and their outcomes on attitude change. The ELM
proposes two significant routes to persuasion: the central route and the
peripheral route. Central route processing is systematic and involves message
receivers scrutinizing a persuasive message's main, logical merits. The
peripheral way is heuristic; it is how message receivers evaluate compelling
messages when they are unmotivated or unable to elaborate on their logical
merits.
The Elaboration Likelihood Model is one among the theoretical backbones
of our study because it justifies our study. It stated that to come up with an
outcome or decision, the individual must carefully analyze the information that
can be read at the review.
Researchers would like to carefully consider the theory discussed above as
a basis for exploring the effects of online user-generated reviews on customer
behavior and purchasing decision. Using the Stimulus-Organism-Response
(SOR) Model will explain how the consumers' purchasing behavior and decision
are made based on the result of experience, personal or observed, or a
suggestion in reviews. At the end of this study, we want to prove that this
theory affects customers' behavior and purchasing decision due to critically
analyzing the online user-generated reviews. And using the Elaboration
Likelihood Model (ELM) will also strengthen the thought that there's a great
emphasis on online user-generated reviews in order to come up with an
outcome or decision. At the end of the study, we want to prove that this theory
affects customers' purchasing decisions due to critically analyzing the
information which can be read at the review.
Conceptual Framework
The paradigm of the study shown in figure 1 illustrated the conceptual
framework of the study. This study demonstrates the effects of online user-
generated reviews on customers’ behavior and purchasing decision in selected
online customers of Grade 12 students in Nagpayong High School during S.Y.
2021-2022. The frame revealed the independent and dependent variable used
in the study.
Independent Variable Dependent Variables
Customers’
Behavior
User-Generated
Purchasing
Reviews Decision
Figure 3. THE CONCEPTUAL PARADIGM OF THE STUDY SHOWING

THE EFFECTS OF ONLINE USER-GENERATED REVIEWS ON
CUSTOMER BEHAVIOR AND PURCHASING
DECISION
The researchers aim to know the effects of online user-generated reviews
on customers’ behavior and purchasing decision in selected online customers of
Grade 12 students in Nagpayong High School during S.Y. 2021-2022. The first
frame presented the user-generated reviews. The second frame showed the
study consisting of the purchasing based on the following aspects: behavior and
decision. Both frames show that customers’ behavior and purchasing decision
are dependent on User-Generated Reviews.
User-Generated Reviews is assigned as the independent variable as it is
the base variable and is rarely affected by other factors. After seeing the
reviews, consumers can search for data from other customers to know how they
behave or decide to purchase. Customers’ Behavior and Purchasing Decision
are the dependent variable since it is the one affected the most and it is also
easily changeable by other factors.
The information needed will all be included in one survey questionnaire
and will be analyzed if the online user-generated reviews have a direct effect
on customer behavior and purchasing decision.
Statement of the Problem

This study sought to find the effects of online user-generated reviews on
customers' behavior and purchasing decision.
Specifically, the study would like to find answers to the following
subquestions:
1. What is the profile of your respondents in terms of:
1.1 Gender
1.2 Number of years as online customer
1.3 Type of product purchased online
1.4 Kind of online selling platform used
2. How do respondents assess the credibility of the User-Generated Reviews
when buying online?
3. How are respondents affected by User-Generated Reviews when buying
online in terms of:
3.1 Customers’ Behavior
3.2 Purchasing Decision
4. Is there a significant difference in the respondents perceived effect of User-
Generated Reviews when buying online when grouped according to their
profile (gender, number of years as online customer and kind of online selling
platform used)?
Hypothesis
There is no significant difference in the respondents perceived effect of
User-Generated Reviews when buying online when grouped according to their
profile (gender, number of years as online customer and kind of online selling
platform used).
Scope and Limitation of the Study
The study was conducted to determine the effects of online user-generated
reviews on the customers' behavior and purchasing decision. This study was
limited to selected respondents which are the online customers of Grade 12
students in Nagpayong High School during S.Y. 2021-2022 who will serve as
the respondents for this research with the use of a survey. This is also limited
to the subjective of the study since the researcher only wanted to determine the
Online User-Generated Reviews: Effects on Customers' Behavior and
Purchasing Decision in selected online customers of Grade 12 students in
Nagpayong High School. The accomplishments of this study will depend on the
respondent’s answers. The duration of the study will be until school year 2021-
2022.
Significance of the Study
The study must be conducted to find out the effects of online user-
generated reviews on the customers' behavior and purchasing decision in were

selected online customers of Grade 12 students in Nagpayong High School
during S.Y. 2021-2022. The result of the research will be beneficial to the
following:
Customers. The result of this research will help the customers to develop
their decision or behavior to purchase a product. This study will give an idea to
the customers on how to buy good quality products from online businesses. It
will help them to know how to purchase products online. This will help the
other customer to decide what they want to purchase.
Online Sellers. The result of this research will be the basis to become a
more effective online seller. It will lead them to do what is right to have more
favorable reviews. It is a big help also to gain more profit. Also, it can help to
have more customers and to become a successful online seller.
Businessmen. The result of this research will help the businessmen to
know the effects on customers' purchasing behavior and business profitability.
Provide contributions to the company to gain better insights into the customer
mind and possibility to evaluate their sales; also, the findings help to provide
suggestions for product development opportunities.
Aspiring Entrepreneurs. This will serve as a guide for them when they
are planning to put up an online business. They will learn a lot from this study,
the effects of online user-generated reviews. This is a big help for them to
establish a successful business. The result of this study will lead them to do the
right thing on how to manage. This will guarantee them to have a good profit.
ABM Students. They will gain from this study since they will have
knowledge on how consumers behave and make decisions when purchasing a
product. Especially those ABM students who aspire to be business owners.
When it comes to consumer purchasing behavior and decisions, this study
could be their source of information.
Future Researchers. The result of this research will serve as reference
material for future researchers. It will be beneficial to future researchers to be
aware and knowledgeable about the process involved in this study and who
might be interested in replicating this study. It would enable them to be a
credible researcher.
Definition of Terms
The following is a list of terms that will help you understand the contents
of this study:
Customers. According to MBA Skool Team (2021) A customer is an
individual, group of individuals, or organization who receives or may receive
products, services, or ideas from another person or corporation in exchange for

value, which can be money or anything of similar worth. They are the ones that
make the reviews of the online product and decide whether it is good or bad.
Electronic Word-of-Mouth (eWOM). Is any favorable or negative
statement about a product or company made by potential, actual, or past
customers that is made available to a large number of individuals and/or
institutions and spreads via the internet. (Cheung et al, 2010).
Online Sellers. Online sellers are responsible for a wide range of tasks.
They photograph and write descriptions of the items they will sell and put the
information online. They are the one that will get the ratings on their product
if it is a good product or not.
Online User-Generated Reviews. Is any written, videos, or picture
made by a person rather than a brand. And brands will often share on their
social media accounts, website, and other marketing channels (Newberry,
2019). It is the outcome of users or customers' evaluations, comparisons, and
analyses of a business entity with which they have had contact. Online User-
Generated Review is a type of UGC.
Customer Behavior. Refers to the actions taken by consumers before
buying a product or service. It is the attitudes, preferences and beliefs
regarding the consumer's behavior when purchasing an online product. This
process could entail using search engines, responding to social media posts, or
a range of other activities (DJ Team, 2020). It happens before purchasing
decision occur.
Purchasing Decision. Is the thought process that leads a consumer from
identifying a need, generating options, and choosing a specific product and
brand. It is the decisions that the customers will make to decide if the product
that they buy was good or bad (Wharton University of Pennsylvania, 2011). It
is done after the critically analyzing of the reviews.

Chapter 2
REVIEW OF RELATED LITERATURE AND STUDIES
This chapter presents the different sets of ideas on various related
literature and studies that would give a general overview on the effects of
online user-generated reviews on customers’ purchasing behavior and decision.
To further explain our research topic, this part is composed of studies and
works focused on: (1) Definition and Context of Online User-Generated
Reviews, (2) Type of Product Purchase Online, (3) Kind of Online Selling
Platform, (4) Credibility of Online User-Generated Reviews when Buying
Online, (5) Effects of Online User-Generated Reviews on Customers' Behavior,
(6) Effects of Online-User Generated Reviews on Purchasing Decision.
Definition and Context of Online User-Generated Reviews
Manap & Adzharudin (2013) mentioned that the user-generated review
(UGR) or also known as electronic word-of-mouth (eWOM) functions exactly as
common word-of-mouth, except that it spreads feedback via an online platform.

According to Jonas (2010), user-generated reviews are any non–media
created content that is uploaded to the Internet and has a greater effect on
people's consumption.
Floh et al., (2013); Lu, W. Chang, & H. Chang (2014), cited that online
user reviews are subjective perceptions that summarize consumer interactions,
behaviors, and opinions.
Verhellen, Dens, & Pelsmacker (2013), said that the emphasis of the
consumer-generated review is on their own experiences. As a consequence, it
has proven to be more trustworthy, useful, and objective.
Burtona & Khammash (2010) study highlighted the consumers consider
online communities to be both beneficial and inspiring. Consumers seek
feedback for a variety of reasons, according to the literature, which can be
divided into four categories: informational conduct, risk avoidance, quality
finding, and social belonging.
The study of Mudambi & Schuff (2010) has observed that UGRs are
evaluative data given by customers and published on business or third-party
websites. According to studies, UGRs are one of the most popular and
important forms of eWOM.
Furthermore, Charlton (2015) concluded that consumers may rely on
online reviews (evaluations of a product by other consumers), and many

consumers are more likely to believe online reviews than suggestions from
friends and family.
The findings from the study are very important process towards
understanding the definitions and context of online user-generated reviews,
especially in the online business. Many sources that users view the product
such as blogs, video uploaders, and many more. Customers give their opinions
or reviews about the quality of the products. Due to the increase of online
platforms, many consumers rely on online reviews. Most of the online
customers believed that reviews of a product of other customers are more
credible than the content provided by the company. Online user-generated
reviews are useful to the customer and business because some customers are
influenced by the consumers' reviews. In addition, in business they will
improve the quality of their product so that more consumers will buy their
products.
Type of Product Purchase Online
Product Purchase Online: Fashion
In one of the online articles from doofinder.com entitled What are the 6
best-selling products on the Internet? Can you enter those markets? Smith
(2020), fashion is the world's largest selling sector. Despite the fact that the
sector is complicated and that things arrive in sizes that vary from store to
store, fashion remains the queen of sales. Increased demand in the apparel
industry in the online world is primarily due to enhanced return policies.
Previously, it was difficult for someone to risk purchasing a shirt, trousers, or
jacket without knowing for sure whether it was going to fit well. Nowadays,
returns are free in almost any store, and you can try something at home,
without queues, and know that you can give it back at any time.
According to the online article from oberlo.com entitled Top Online
Shopping Categories in the US (2020), focusing on the top e-commerce
categories in the US, fashion also ranks first. US customers are forecast to
spend $142.8 billion on fashion-related goods, which represents 30.4% of
overall US e-commerce sales in 2021.
Product Purchase Online: Toys, Hobby and DIY
According to the online article from oberlo.com entitled Top Online
Shopping Categories (2020), the second most popular category of online
shopping is toys, hobby, and DIY. It is estimated that more than $542.4 billion
will be spent on these goods. Spending on these two categories of e-commerce,
along with fashion-related goods, is predicted to reach $1.35 trillion in 2021.
Product Purchase Online: Electronics and Media
Research by Nielsen Holdings Company (2020) shows that Electronics and
Media are the Philippines' largest product category for eCommerce, accounting
for 33% of online transactions. This is consistent with data from Statista,
which shows that Electronics & Media is the largest eCommerce business
segment in the country with a market volume of US$270 million in 2019. On
the iPrice eCommerce website, an eCommerce platform focuses on the sale of
gadgets such as smartphones and tablets.
Product Purchase Online: Health & Beauty
In one of the online article from bigcommerce.com entitled Health &
Beauty eCommerce Site Design (2020), there are two distinct criteria for the
health and beauty vertical:
(1) Build trust through recommendations and lists of ingredients
(2) Look as good on-site as the product looks (or makes someone look) in person
After all, health and beauty products are the stuff you put in or put on
your body. They've got to be tried. They need to be true to themselves. They
must also be approved by the FDA. Beyond that, these items need to clarify
what's inside them so that people with allergies can avoid something that
doesn't work with them.
Product Purchase Online: Food & Beverage
The food and beverage sector is the largest retail category in the United
States, according to an article on bigcommerce.com titled 6 Five-Star
Ecommerce Food & Beverage Brands Bringing Perishables Online (2020) by a
considerable margin, though e-commerce has not yet been widely embraced by
the industry relative to consumer electronics and household goods. This is

owing to the perishable nature of food and beverage items, which normally
require particular storage and logistics. Fast production and distribution are
crucial and have historically been a problem for retailers seeking to take
advantage of the massive e-commerce potential. However, recent
developments, technical advancements, and the mood of shoppers suggest that
the food and beverage e-commerce segment is primed for rapid growth. A
recent Nielsen study found that about one-quarter of shoppers order online
grocery stores and 55 percent are willing to do so in the future. With the right
e-commerce strategy, technology, and logistics solutions in place, food and
beverage retailers of all types and sizes will gain market share and even
dominate the business.
Product Purchase Online: Jewelry and Accessories
According to the article from bigcommerce.com entitled Jewelry &
Accessories Ecommerce Site Design (2020), if you're selling jewelry and
accessories online, you're selling details and final touches. That means that the
details and final touches of your site are going to matter more. After all, what
anyone sees enhances their confidence in whatever platform they're on. And
trust is what makes you sell.
A final information that matters:
(1) Variations on the product pages: the size, color, band, stone, etc.
(2) Customisation: personal engraving, gift boxing, etc.

Most of the consumers purchase these six types or categories of products
online. The top category is fashion followed by health & beauty products
because now that there was a pandemic our health is one of our major
priorities and beauty as well because having good health is a reflection of our
beauty. Moreover, followed by the food & beverage, jewelry and accessories,
electronics and media and toys, hobby and DIY. However, before they purchase
the products that they want they were reviewing first the feedbacks. To know
what are the comments of the previous customers that purchase the same
product. After that customers decide if they will continue to purchase or not.
Kind of Online Selling Platform
Online Selling Platform: Lazada
According to the article of Pineda (2020), the country's most popular
online shopping site attracts millions of customers every day. And for a good
reason: you can buy a lot of things there from smartphones and electronics to
wardrobes and apparel, household goods to school supplies.
Online Selling Platform: Shopee
According to the website careers.shopee.ph, launched in 2015, it is a
region-specific platform that provides customers with an easy, safe, and quick
online shopping experience through strong payment and fulfillment support.

We agree that purchasing online should be easy, pleasurable, and accessible.
This is the vision that Shopee aspires to offer every single day on the website.
According to the article of Pineda (2020), in recent years in terms of
popularity, Shopee has gained a huge increase in the user base, helping it inch
closer to Lazada. Compared to Lazada, there seem to be more options here
when it comes to more general, everyday items. In Singapore, their HQ is
located.
Online Selling Platform: Facebook Marketplace
According to the adespresso.com entitled Facebook Marketplace: The
Marketer’s Guide (2020), Facebook Marketplace was released in 2016, with
nothing more than an online garage sale. Rather than purchasing and selling
through Facebook groups created by users, anyone may advertise a product on
the Marketplace and connect directly with possible consumers in their area.
Facebook Marketplace is an open marketplace where users can buy and sell
new and used goods with other Facebook members. Anyone can list goods or
services for sale and have access to a local audience.
According to the article of Pineda (2020), with more than 72 million users
as of April 2020, the Philippines remains one of the top countries with the
highest number of people using Facebook. This makes Facebook Marketplace a
powerful place for Filipinos to purchase and sell all kinds of goods and services.
It's free to use, you don't have to pay any fees to post your products. The huge
user-base and ease-of-use made it a medium for millions of Pinoys looking to
sell and purchase products.
Online Selling Platform: Carousell
According to the website one.carousell, with over 6 million listings in the
Philippine market, Carousell is now one of the biggest and fastest-growing
buying and selling apps in the world. OLX will integrate with Carousell to form
a single platform under carousell.ph. With the merged site, everybody will
appreciate a greater group purchasing and selling. Buying and selling with
Carousell is getting easier. The broad range of OLX listings will now be
available on Carousell.
Online Selling Platform: eBay
According to the article of Pineda (2020), When it comes to eCommerce,
eBay is one of the Internet pioneers. Both brand new and used products are
offered by the Philippine platform. Via PayPal, the platform accepts payments.
The kind of online selling platform mentioned above expressly gained
convenience, greater choice, and improved transparency. Selling online
enhances your scope. Your earnings are no longer limited by the number of
buyers who may physically visit your location when you have an online store
like the one stated. You can buy and sell beyond towns, states, and even over
borders, excluding all geographical boundaries. Moreover, as the system reacts
to the coronavirus (COVID-19) pandemic, this kind of platform is trendy.

Consumers are relying on the digital world more than ever and, businesses are
required to adapt their strategies and shift toward digital transformation with
much more seriousness than before.
Credibility of Online User-Generated Reviews when Buying Online
The study of Shan (2016) has observed that credibility is an important
concept with regard to the persuasiveness and trustworthiness of WOM
because the information receivers perceived credibility can change their
attitude toward the information presented.
According to Chakraborty and Bhat (2018), analyzed the impact of the
source (writer), quality review, accuracy review, sidedness review, and receiver
on reliable online reviews. They found that the accuracy of the source and
analysis had a greater effect than the consistency of the review and the
recipient factors on the credibility assessment of the online reviews.
The study of Shan (2016) finds that the sense of legitimacy of an online
review has a positive effect on customer perceptions and behavior towards a
focal product or service. A credible review that favorably reviews and
recommends the product leads to favorable customer attitudes towards the
product and leads to more purchasing intention than a positive review from a
less credible source.

Teng et al. (2017) found that highly reliable reviews were more convincing
and appeared to create favorable attitudes towards goods. It is a very common
phenomenon that customers are looking at online product reviews before
purchasing any product (Zhang et al., 2014). Consumers usually seek the
authenticity of online reviews before they approve reviews (Shan, 2016).
From the results of a study by Cheung and Thadani (2012), source
credibility has a strong effect on the evaluation of cognitive information.
Previous studies indicate that there are two dimensions of source credibility,
namely integrity, and trustworthiness. The credibility of the source can be
described as "message source's perceived ability (expertise) or motivation to
provide accurate and truthful information (trustworthiness)"
Furthermore, the quality analysis positively affects the perceived ease of
use and perceived usefulness of the information. The consistency of the
analysis can be explained as the degree to which the recipient of information
thinks a specific recommendation has adequate support for its claims (Shan,
2016). Moreover, it enhances the credibility of the data.
The credibility of information is of interest to customers. As a result,
online review platforms need to be fitted with appropriate credibility metrics
along with a sufficient number of reviews. Credible reviews improve customer
awareness of brands (Sijoria et al., 2018).

Today we have become very far in this time of pandemic we discovered
new things like making online businesses to have an income even we are not
going outside. Many people manage their time by looking at cellphone,
computer, tablet, and many more. Some people prefer buying products online
and depend on the reviews of consumers. The first thing that they will look at
if they are buying that specific product is the reviews. Reviews are said to be
the experience of other customers to the product.
Effects of Online User-Generated Reviews on Customers' Behavior
Li & Zhang, (2002); Laforet & Li, (2005); Jun & Jaafar, (2011) said that
the customer's favorable attitude would lead to a rapid change in consumer
behavior, motivation, demographics, comparison groups, satisfaction or
dissatisfaction, purchase scenario, selling environment, product innovation,
and technical development.
Consumers will form an initial opinion of a product based on online
reviews from other purchasers when purchasing online. The negative side
receives more attention during the impression-making and evaluation process
(Jiang, 2015).
According to DJ Team (2020) customer behavior refers to the actions
taken by consumers before buying a product or service. It is the attitudes,
preferences and beliefs regarding the consumer's behavior when purchasing an

online product. This process could entail using search engines, responding to
social media posts, or a range of other activities. It happens before purchasing
decision occur.
Sentiment is a critical characteristic of reviews, according to Amanzo and
Pilato (2015). It is proposed as a vehicle for expressing emotions and is
assumed to provide context-focused reviewer's feelings related to the consumer
experience.
According to Mo, Li, and Fan (2015), opinions have a major impact on peer
behavior, and it has positive, negative, and neutral aspects, but neutral
reviews do not have a significant effect on buying behavior. As a result,
academics have proposed that two aspects of review sentiment should be
considered: positive and negative.
Suryaningsih (2020) discovered that impulse purchases entail an
investment made for a certain reason and that the decision to buy anything is
not based on deep mental processes. Impulse buying can be induced by
external stimuli.
Demangeot and Broderick (2010) also discovered that in this scenario,
perceived ease of use of reviews has no bearing on the behavioral pattern,
which is impacted instead by security and privacy concerns.
Personality factor have a significant impact on consumer purchasing
behavior. Kotler & Keller (2016) define personality as a set of human

psychological qualities that contribute to predictable and long-lasting behavior
purchase responses.
We found out that the effects of online user-generated reviews on
customers' behavior is the lack of physical interaction, physical experience and
the integration of online and offline information in features and physical
experience significantly affect consumers of commerce and it is an effective
alleviator of perceived risk. It is also indicated that consumers use detailed
information about products to the total of consumers’ attitudes, preferences
and intentions regarding the consumer's behavior in the marketplace when
purchasing a product or service. It may require skills such as the application of
rational choices that represent the best value for money, self-control, and
looking at the price tag and story of the product.
Effects of Online User-Generated Reviews on Purchasing Decision
Chen et al. (2012) said that when the number of unfavorable online
reviews about a product increases, buyers' decision to buy decreases, according
to the research. A negative expectation of the commodity is developed when a
potential consumer is exposed to a big number of negative online reviews.
The study of Ho-Dac, Carson, & Moore (2013) has observed that consumer
review information is generally considered to be more reliable than marketer-
sponsored information.
According to Chua & Banerjee (2015), to minimize revenue or credibility
risks, businesses are required to develop monitoring and quick response
capabilities in a variety of review platforms. To do this effectively, businesses
need to consider the complexities of online consumer reviews and the influence
of consumer review platforms where customer reviews and comments are
written.
Furthermore, Zhu & Zhang (2010) found that consumer purchasing
decisions are influenced by online reviews only when customer trust in online
reviews is strong at the time of purchase. Consumers' dependency on reviews
depends on and is affected by the format characteristics of the review and the
nature of the online review system.
Holleschovsky et al. (2016), former research has empirically validated the
effect of eWOM on consumer buying decisions. More precisely, online user
reviews of products or services have a direct effect on the consumers'
perception or behavior towards purchasing decision business sales and
profitability. The credibility of a product, brand, or business that can be seen
as a description of past consumer experience, customer perceptions, and
business behavior, is expressed in, or formed by, reviews and forms generally a
strong basis for purchase decisions.
Consumer decision-making to buy products based on online reviews can be
affected by online product reviews and online product ratings, all of which vary
in definition (Lackermair et al., 2013). Vimaladevi and Dhanabhakaym (2012)
analyzed the major effects of online reviews on the purchase frequency of
purchasers and the purchase decision of purchasers.
The study of Ali and Marat (2011) has observed that online product
reviews and ratings affect consumer buying decisions as they form the basis for
shaping the psychological and social characteristics of consumers. The accuracy
of the website reviews, the characteristics of the reviews, the usefulness of the
reviews, and the reliability of the platform have a positive effect on customer
buying decisions.
Customers seeking product details on prospective purchases and those
writing reviews have a greater effect on purchasing decisions and customers'
behavior. Reviews depend on and are affected by the format characteristics of
the review and the nature of the online review system. To minimize revenue or
credibility risks, businesses are required to develop monitoring and quick
response capabilities in a variety of review platforms.
Synthesis of the Reviewed Literature and Studies
The researchers were greatly aided in developing this study by the
associated literature and studies. The researchers also have a better
understanding of how online user-generated reviews affect respondents'

purchasing behavior and decisions. The researchers were able to comprehend
the study's relevance.
Manap & Adzharudin, Jonas and Mudambi & Schuff have similar
findings. They are claiming that user-generated review (UGR) , also known as
electronic word-of-mouth (eWOM), is similar to traditional word-of-mouth in
that it disseminates information over an online platform. They say that it has a
greater effect on people's consumption. That's why UGRs are one of the most
popular and important forms of eWOM. Floh et al.; Lu, W. Chang, & H. Chang,
Verhellen, Dens, & Pelsmacker, Burtona & Khammash, and Charlton have
different findings. According to them, consumer-generated reviews focus on
their own personal experiences. As a result, it has proven to be more reliable,
useful, and objective. That is the reason why consumers consider online
communities to be both beneficial and inspiring.
Online User-Generated Reviews is the fundamental source of effect on
online consumer purchasing behavior and decision. Various factors are
contributing to the effects of online user-generated reviews on consumer
purchasing online. First is the type of product online, Smith and Top Online
Shopping Categories stated that fashion is the world's largest selling sector.
This is where most of the reviews are seen. Fashion remains the queen of sales,
despite the fact that it is a complex market with things that come in a variety
of sizes that vary from store to store. While according to Nielsen Holdings
Company and Health & Beauty eCommerce, electronics and media and health
& beauty are the Philippines' largest product category for eCommerce. Most
reviews seen here help customers to decide what to buy. Second, kind of online
selling platform, according to Careers.shopee.ph and Pineda, Shopee is the
most popular online selling platform in the Philippines. But, according to
Adespresso and Pineda, the Philippines remains one of the top countries with
the biggest number of Facebook users. As a result, Facebook Marketplace has
become a powerful platform for Filipinos to buy and sell a wide range of goods
and services.
From previous studies and articles, some authors discussed the credibility
of online user-generated reviews when buying online. Most authors namely
Chakraborty and Bhat and Sijoria et al. stated that because of the information
recipients' perception of credibility it might influence their attitude toward the
material supplied, credibility is a crucial notion in terms of the persuasiveness
and trustworthiness of reviews. They discovered that the correctness of the
source and analysis had a bigger impact on the credibility assessment of online
reviews than the consistency of the review and the recipient criteria. While
according to Shan, Teng et al., and Cheung and Thadani, a credible review that
favorably reviews and recommends the product leads to favorable customer
attitudes towards the product and leads to more purchasing intention than a
positive review from a less credible source. They found that highly reliable
reviews were more convincing and appeared to create favorable attitudes
towards goods
Researchers also gathered literature about the Effects of Online User-
Generated Reviews on Customers' Behavior. Authors namely Jiang, DJ Team,
Amanzo and Pilato, Mo, Li, and Fan have the same thought and idea for this
topic. According to them, reviews have been offered as a medium for expressing
emotions, with the expectation that they will convey context-focused reviewer
feelings relevant to the consumer experience. It has a large impact on peer
behavior, and it has positive, negative, and neutral dimensions. Scholars have
proposed that two aspects of review sentiment should be considered: positive
and negative. While Suryaningsih and Demangeot and Broderick cited that in
this scenario, the usage of reviews has no effect on the behavioral pattern,
which is instead impacted by security and privacy concerns. In addition, the
lack of face-to-face connection is a major barrier to online retail purchases,
followed by the privacy of personal information and the security of online
financial transactions.
According to Chen et al., Ho-Dac, Carson, & Moore and Chua & Banerjee,
online user-generated reviews have an effect on purchasing decision. When the
number of unfavorable online reviews about a product increases, buyers'
decision to buy decreases, according to the research. A negative expectation of
the commodity is developed when a potential consumer is exposed to a big

number of negative online reviews. Businesses must consider the complexities
of online consumer reviews as well as the influence of consumer review sites
where customer reviews and comments are made in order to achieve this
effectively. In contrast, Zhu & Zhang, Holleschovsky et al., Vimaladevi and
Dhanabhakaym and Ali and Marat cited that customer purchasing decisions
are influenced by online reviews only when consumer trust in online reviews is
strong enough at the time of purchase. Consumers' reliance on reviews is
influenced and influenced by the review's structure and the nature of the
online review system. Consumers' psychological and social qualities are shaped
in part by reviews. The accuracy of website reviews, their qualities, the utility
of the reviews, and the platform's reliability all have a beneficial effect on
customer purchasing decisions when they decide to buy more than one product.
There are similarities and differences between the present and the
reviewed studies that have been noted. However, the present study differs only
in its research environment, time element, and its subject. The
researchers believe that online user-generated reviews have its effects on
customer behavior and purchasing decision based on the reviewed studies are
exceedingly rare, even at the local level, thus further research is needed,
particularly at Nagpayong High School. The purpose of this study was to know
the effects of online user-generated reviews on customers' behavior and

purchasing decision in selected online customers of Grade 12 students in
Nagpayong High School during S.Y. 2021-2022.

Chapter 3
RESEARCH METHODOLOGY
This chapter consists of the research methodology. In more detail, in this
part the researchers outline the method of research, population, sample size
and sampling technique, description of respondents, research instrument,
data-gathering procedure, and statistical treatment of data for the
accomplishment of this research.
Method of Research
This study utilized the Descriptive-Correlational Quantitative Research
Method to gather information needed in this study. This method is a study in
which the researcher is primarily interested in describing relationships among
variables, without seeking to establish a causal connection. This research
design is used to collect and analyze data.
The descriptive-correlational research design will be used in this study.
According to Best Kahn (2006), descriptive research use quantitative
approaches to describe what is by describing, recording, evaluating, and
interpreting existing conditions. It entails some sort of comparison or contrast,

as well as an attempt to find relationships between non-manipulated variables.
The quantitative method, according to Babbie (2010), emphasizes the use of
objective measurement, statistical, mathematical, and numerical data. The
main goal is to gather numerical data and generalize it through groups of
people or to describe specific phenomena.
In this study, this method evaluates the effects of the variable and allows
the researchers to collect data from the respondents without the respondents
having any difficulty answering the necessary data for the researchers to
provide information. It is an ideal method to assess and identify the Effects of
Online User-Generated Reviews on Customers' Behavior and Purchasing
Decision. It is the appropriate research design to use in this kind of study.
The purpose of this study was to know the effects of online user-generated
reviews on customers' behavior and purchasing decision in selected online
customers of Grade 12 students in Nagpayong High School during S.Y. 2021-
2022.
Population, Sample Size, and Sampling Technique
The respondents in this study were selected online customers of Grade 12
students in Nagpayong High School during S.Y. 2021-2022. The researchers
used the Stratified simple random technique. Stratified random sampling is a
sampling process that involves separating the population into smaller

subgroups known as strata. In stratified random sampling, strata are formed
based on common attributes or characteristics of the members (Hayes, 2020).
The sample size was determined using Slovin’s Formula which is as follows:
Where: n – sample size
e – Marginal error (0.05)
N – Total number of eleventh (676)
Online customers of Grade 12 students in
Nagpayong Senior High School, S.Y. 2021-2022.
= 676
Computation: 1+ (676) * .0025
= 676
n= 676
1 + (676 * .0025)
1+ 1+ [676 * (0.05) ² = 676
1 + 1.69
n = 252
= 676
2.69
= 251.30 or 252= Sample
size
Table 1: Population and Sample of Respondents
STRANDS Population Percentage Sample

STEM 61 9% 23
ABM 161 24% 60
HUMSS 345 51% 129
GAS 109 16% 40
Total 676 100% 252
The table showed the population, percentage, and sample of the study.
The whole population is 676 students, and the sample size is 252.
Table 2: Samples Distribution
Track/Section 1 2 3 4 5 6 Total/Track
STEM 12 11 23
ABM 20 20 20 60
HUMSS 22 22 22 21 21 21 129
GAS 20 20 40
Total per 252
Section
Description of Respondents
The respondents of the study were the Grade 12 academic strand students
of Nagpayong Senior High School S.Y. 2021-2022 who were officially enrolled
during the first semester. The respondents may be male or female and come
from different ages. There are two sections from STEM (Science, Technology,
Engineering and Mathematics) strand with a total population of 61, there are
three sections form ABM (Accountancy, Business, and Management) strand
with a total population of 161, there are six sections from HUMSS (Humanities
and Social Sciences) strand with a total population of 345 and there are two
sections from GAS (General Academics) strand with a total population of 109.
Research Instrument
Researchers constructed a self-made survey questionnaire based on the
review of related literature and studies in Chapter 2. The research instrument
undergoes validation. It is also checked by our research adviser and undergoes
revision. The survey questionnaire was used as the primary instrument to
obtain the input of the respondents’ feedback about the research problem. This
study's survey questionnaire was split into three sections.
The first part of the survey questionnaire discussed the profile of the
respondent such as the name, gender, number of years as online customer,
type of product purchased online, and kind of online selling platform used. In
the second part of the instrument, the respondents were asked for their
preferred response in an 8-item statement about the credibility of the user-
generated reviews when buying online. The third part of the instrument
focused on the effect of user-generated reviews when buying online on their
customers’ behavior and purchasing decisions the respondents were asked of
their preferred response in a 16-item statement that is under part three of the
survey questionnaire wherein they would rate each item on a scale of 1 to 4.
Part two and three comprise a 4-point Likert scale, with 1 for the lowest and 4
for the highest. The following describes the weight of the degree of agreement
represented by each point:
Table 3: Degree of Agreement Likert Scale
Numerical Description Numerical Description Verbal Description

4 3.26 – 4.00 Strongly Agree (SA)
3 2.51 – 3.25 Agree (A)
2 1.76 – 2.50 Disagree (D)
1 1.00 – 1.75 Strongly Disagree (SD)
Data Gathering Procedure
The initial stage of the data gathering procedure is the researchers collect
information to where the sample size was drawn. The researchers sought the
approval of the teachers of the Nagpayong Senior High School to get
information on the number of the target population through a letter.
After gathering the total number of Grade 12 students in Nagpayong
Senior High School, the list of the students was requested through the Grade
12 3i’s teacher and Master Teacher II, Mrs. Marivi T. Camacho.
The next phase of the data collection activity involved the distribution of
the survey questionnaire through google form to the respondents. At this point,
the researchers are seeking permission from the teachers and respondents
concerned to conduct the following activities: access to information concerning

the distribution of the questionnaire, followed by the distribution of the
questionnaire.
The researcher gave each respondent a google form after obtaining
consent and permission and carefully explained to them some important
reminders and guidance on how to conduct the instrument. The researchers
asked the participants to read the instructions carefully and to fill out to the
best of their abilities both the profile and the main sections of the survey
questionnaires. The researchers struggle a little in gathering the information
in the respondents. The other respondents won't answer the survey. So, we
multitask and try to send the link to as many students as we can. After all the
questions were completely answered the researchers ensure the consistency
and accuracy of the collected data. It took a total of 11 days from November 27,
2021 to December 7, 2021 to conduct the overall data gathering procedure.
Statistical Treatment of Data
To ensure accuracy and reliability of data analysis, data from survey
questionnaires were quantitatively analyzed using Statistical Product and
Service Solution (SPSS software version 20) and Microsoft Office Excel. The
following tools were used to analyze and treat the data in this study:
1. Frequency and Percentage

The frequency and percentage for the data on the respondents' socio-
demographic profile were calculated using percentages. Thus, this answers
research question 1.
Where: N – Number of sample
f – Frequency
% (P) – Percentage
2. Weighted Mean
The mean of a set of values with varying weights or degrees of significance
for each value or measurement. The weighted mean formula was used in our
study to ascertain the scope of research questions 2 and 3.
Where: Σ (f x w) – Summation of the product of each
frequency and the assigned weight
n - Sample size
- Weighted Mean
3. One Way Anova

In this study, One Way Anova will be used to determine if there is a
significant difference in the respondents perceived effect of User-Generated
Reviews when buying online when grouped according to their profile (gender,
years been as online customer and kind of online selling platform used), as
stated in research question 4.
Where,
F = Anova Coefficient
MST=Mean sum of squares due to treatment
MSE = Mean sum of squares due to error

Where,
SST = Sum of squares due to treatment
p = Total number of populations

n = the total number of samples in a population
Where,
SSE = Sum of squares due to error

S = Standard deviation of the sample
N = Total number of observations

CHAPTER 4
PRESENTATION, ANALYSIS, AND INTERPRETATION OF DATA
The gathered and organized data, as well as the analysis and interpretation,
were provided in this chapter. Based on the associated results, the tables were
given an appropriate interpretation.
The following are the findings of the study:
1.) Profile of the respondents in terms of:
1.1 Gender
Table 4: Frequency and Percentage Distribution of the

Respondents in terms of Gender
Gender Frequency Percentage %

Male 96 38.1
Female 154 61.1
Others 2 0.8
Total 252 100%
The table shows the frequency and percentage distribution of the
respondent’s profile in terms of gender. Out of 252 respondents, 154
respondents are female which is 61.1% of the population, While 96 of the
respondents are male which is 38.1% and 2 or 0.8% of the respondents

answered others. In conclusion, most of the respondents in this study are
female.

Respondents in terms of Number of years as online customer
Number of years as online
customer Frequency Percentage %
1-2 years 161 63.9
3-4 years 58 23.0
5 years and above 33 13.1
Total 252 100%
The table illustrates the frequency and percentage distribution of the
respondents in terms of number of years as online customer. Based on the
table, most of the respondents in this study answered 1-2 years which is 161 or
63.9%, while other students answered 3-4 years which is 58 or 23.0% and 33
students answered 5 years and above which is 13.1%.
So, most of the respondents are online customers for 1-2 years. According
to Shetty et al. (2020), individuals are shifting from traditional buying to online
shopping, changing what they buy, where they buy it, and how they buy it. It
increased the number of purchases made through websites and mobile apps.
Customers are avoiding public locations due to the increased risk of the
Coronavirus, which is increasing their appeal to online purchasing.


Respondents in terms of Type of product purchased online
Type of product purchased online Frequency Percentage %

Fashion 114 45.2
Toys, Hobby and DIY 25 9.9
Electronics And Media 36 14.3
Health & Beauty 39 15.5
Food & Beverage 12 4.8
Jewelry and Accessories 20 7.9
Others 6 2.4
Total 252 100%
The table presents the frequency and percentage distribution of the
respondents in terms of type of product purchased online. Based on the table,
114 or 45.2% of the respondents answered Fashion, while 39 or 15.5%
answered Health & Beauty, 36 or 14.3 % of the respondents answered
Electronics and Media, while 25 or 9.9% answered Toys, Hobby, and DIY, 20 or
7.9% of the respondents answered Jewelry and Accessories, while 12 or 4.8% of
the respondents answered Food and Beverage and 6 or 2.4% answered others.
In conclusion, most of the respondents buy in the category of fashion.

Respondents in terms of Kind of online selling platform used
Kind of online selling platform used Frequency Percentage %

Lazada 44 17.5
Shopee 184 73.0
Facebook Marketplace 19 7.5
Carousell 1 0.4
eBay 2 0.8
Others 2 .8
Total 252 100%
The table illustrates the frequency and percentage distribution of the
respondents in terms of kind of online selling platform used. It illustrates that
majority of the respondent’s kind of online selling platform used is Shopee
getting a frequency of 184 or 73.0%, while 44 or 17.5% of the respondents
answered Lazada, 19 or 7.5% of respondents used Facebook Marketplace, while
2 or 0.8% answered eBay and Others, and 1 or 0.4% respondent answered
Carousell.
In reference to the table, most of the respondents of this study use
Shopee. According to (Yo et al, 2021) by gross product value and total orders,
Shopee was the leading e-commerce site in Southeast Asia in 2020. Despite
fierce competition in the e-commerce market, Shopee has aggressively
expanded across Southeast Asia in recent years. Its rapid growth is most likely
due to its significant competitive advantages.
2.) Assessment on the credibility of the User-Generated Reviews
when buying online.
Table 8: Weighted Mean Distribution on the Credibility of the

User-Generated Reviews when buying online
Credibility of User-Generated Reviews Weighte Verbal
d Mean Interpretation
3.66 Strongly Agree
1. Reviews must be recently posted or
updated by previous customers to make me

believe that it's credible.
2. I consider it credible when I saw many 3.52 Strongly Agree
reviews made by previous customers about
the product.
3. Reviews are credible if legit buyers' reviews 3.61 Strongly Agree
are posted.
4. I believe that the review is credible if I saw 3.58 Strongly Agree
evidence like pictures and videos from
previous customers.
5. I believe in online item reviews that 3.48 Strongly Agree
provide in-depth information about it.
6. It is credible if the rating of the reviews of 3.50 Strongly Agree
previous customers are good and consistent.
7. I depend on the reviews if it has a five-star 3.42 Strongly Agree
rating coming from the previous customers of
the product.
8. It is credible if the number of items sold 3.40 Strongly Agree
becomes high due to the number of reviews.
Overall Weighted Mean 3.52 Strongly Agree
It presents the weighted mean distribution on how the respondents
assess the credibility of the user-generated reviews when buying online. It
garnered an overall weighted mean of 3.52 verbally interpreted as “ Strongly
Agree”. Item 1, “Reviews must be recently posted or updated by previous
customers to make me believe that it's credible.”, got the highest weighted mean
of 3.66 verbally interpreted as “Strongly Agree”. Item 3, “Reviews are credible
if legit buyers' reviews are posted.”, got the second to the highest weighted
mean of 3.61 verbally interpreted as “Strongly Agree”. Item 4, “I believe that
the review is credible if I saw evidence like pictures and videos from previous
customers.”, got the third to the highest weighted mean of 3.58 verbally
interpreted as “Strongly Agree”. While item 8, “ It is credible if the number of
items sold becomes high due to the number of reviews.”, got the lowest weighted
mean of 3.40 verbally interpreted as “Strongly Agree”.
These findings imply that the respondents strongly agree that the
credibility of the user-generated reviews have a big help to the people when
buying online. The respondents believe that the reviews must be recently
posted or updated by previous customers to make them believe that it's
credible, reviews are credible if legit buyers' reviews are posted and they
believe that the review is credible if they saw evidence like pictures and videos
from previous customers. This means that the user-generated reviews are
important to know the credibility of product when buying online.
The study of Shan (2016) finds that the sense of legitimacy of an online
review has a positive effect on customer perceptions and behavior towards a
focal product or service. A credible review that favorably reviews and
recommends the product leads to favorable customer attitudes towards the
product and leads to more purchasing intention than a positive review from a
less credible source.
The review information that is displayed in the form of a video and a
picture, accompanied by a header in the form of a written text, primarily
stating that the review is credible about a specific product. Furthermore, a

short-written paragraph beneath the video and picture, provided by previous
customers is their opinion about the goods, which assists potential purchasers
(Chang & Lewis, 2013).
3.) Effect of User-Generated Reviews to Respondents when buying
online in terms of:
3.1 Customer’s Behavior
Table 9: Weighted Mean Distribution on how User-Generated

Reviews affects respondents when buying online on their
Customer’s Behavior
Customer's Behavior Weighted Verbal
Mean Interpretation
1. I always base my perception of the product on 3.52 Strongly Agree
the feedback of other customers.
2. I do my online purchases based on the reviews 3.18 Agree
that I read instead of its prices.
3. I asked someone to go online shopping with 2.98 Agree
me to find good review products.
4. I avoided certain online stores because I am 3.01 Agree
afraid I would not read good reviews of the
product I want.
5. I spend too much time reading reviews of 3.23 Agree
previous customers from different online selling
platforms.
6. I felt on edge, agitated, or irritable when I 2.98 Agree
haven't been able to find a product that has good
reviews.
7. I habitually visit online shops to find or buy 3.35 Strongly Agree
products especially when they have good
reviews.
8. I spend a lot of time browsing reviews so that 3.39 Strongly Agree
I can find good quality products.
Overall Weighted Mean 3.21 Agree
The table presents the weighted mean distribution on how user-generated
reviews affects respondents when buying online on their customer’s behavior. It
garnered an overall weighted mean of 3.21 verbally interpreted as "Agree".
From the respondent's responses, there are noted that item 1 " I always base
my perception of the product on the feedback of other customers." Got the
highest weighted mean of 3.52 verbally interpreted as " Strongly Agree". Item 8
"I spend a lot of time browsing reviews so that I can find good quality products."
Got the second to the highest weighted mean of 3.39 verbally interpreted as "
Strongly Agree". And Item 7 "I habitually visit online shops to find or buy
products especially when they have good reviews." Got the third to the highest
weighted mean of 3.35 verbally interpreted as " Strongly Agree". While item 3,
" I asked someone to go online shopping with me to find good review products."
And Item 6, " I felt on edge, agitated, or irritable when I haven't been able to
find a product that has good reviews. ", Got the lowest weighted mean of 2.98
verbally interpreted as " Agree"
The findings imply that the respondents show different behavior when
buying online and have a very strong experience in looking or checking first at
the feedback of the other customer's initial attitude before purchasing a
product. It is practiced that they always rely on the other customer's opinion for
them to get a wiser decision to make. Spending a considerable amount of time
reading a product review from different online shops allows the customer to
gain a good understanding of the product before purchasing it. They can read
the reviews to clear their minds and decide whether or not the product is worth
purchasing.
According to DJ Team (2020) customer behavior refers to the actions
taken by consumers before buying a product or service. It is the attitudes,
preferences and beliefs regarding the consumer's behavior when purchasing an
online product. This process could entail using search engines, responding to
social media posts, or a range of other activities. It happens before purchasing
decision occur.
Sentiment is a critical characteristic of reviews, according to Amanzo and
Pilato (2015). It is proposed as a vehicle for expressing emotions and is
assumed to provide context-focused reviewer's feelings related to the consumer
experience.
According to Mo, Li, and Fan (2015), opinions have a major impact on peer
behavior, and it has positive, negative, and neutral aspects, but neutral reviews
do not have a significant effect on buying behavior. As a result, academics have
proposed that two aspects of review sentiment should be considered: positive
and negative.
Table 10: Weighted Mean Distribution on how User-Generated

Reviews affects respondents when buying online on their
Purchasing Decision
Purchasing Decision Weighted Verbal

Mean Interpretation
1. I choose to purchase an item with fewer 2.79 Agree
reviews from previous customers, but for a lower
price.
2. I lean towards buying an item based on online 3.23 Agree
reviews from previous customers rather than
advertisements.
reviews of the customers rather than my family’s
or friend’s experience that purchased physically
and used the item.
4. I purchase a product even if it has bad reviews 2.36 Disagree
from previous customers.
5. I purchase an item that has positive reviews 3.10 Agree
from previous customers with full confidence
online without doing any research.
6. When the reviews are convincing, I purchase 3.19 Agree
the product.
7. I buy more than one product when the reviews 3.13 Agree
from previous customers are reliable.
8. The reviews must be recently posted by the 3.36 Strongly Agree
previous customers to help me choose what to
buy.
The table highlights the weighted mean distribution on how user-
generated reviews affects respondents when buying online on their Purchasing
Decision. It garnered an overall weighted mean of 3.01 verbally interpreted as
"Agree". From the respondent's responses, there are noted that item 8 " The
reviews must be recently posted by the previous customers to help me choose on
what to buy." Got the highest weighted mean of 3.36 verbally interpreted as "
Strongly Agree". Item 2 " I lean towards buying an item based on online reviews
from previous customers rather than advertisements." Got the second to the
highest weighted mean of 3.23 verbally interpreted as "Agree". And ". Item 6 "
When the reviews are convincing, I purchase the product." Got the third to the
highest weighted mean of 3.19 verbally interpreted as "Agree" While the item
4, " I purchase a product even it has bad reviews from previous customers.", Got
the lowest weighted mean of 2.36 verbally interpreted as "Disagree".
These findings imply that the respondents agree that user-generated
reviews affect their purchasing decisions. The result states that respondents
buy products when the reviews are recently posted by the previous customers
to help them choose, and when the reviews are convincing, they purchase the
product and they lean towards based on the review written on the website
rather than advertisement that is made by the owner of the business as it
shows bias. The customers are not hesitant to purchase if they are guaranteed
about the quality of the product. It means that user-generated reviews
influence their purchasing decisions when they shop online.
Zhu & Zhang (2010) found that consumer purchasing decisions are
influenced by online reviews only when customer trust in online reviews is
strong at the time of purchase. Consumers' dependency on reviews depends on
and is affected by the format characteristics of the review and the nature of the
online review system.

The study of Ali and Marat (2011) has been observed that online product
reviews and ratings affect consumer buying decisions as they form the basis for
shaping the psychological and social characteristics of consumers. The accuracy
of the website reviews, the characteristics of the reviews, the usefulness of the
reviews, and the reliability of the platform have a positive effect on customer
buying decisions.
Table 11: Summary Table of the Effect of User-Generated

Reviews when buying online
Effect of User-Generated Reviews Weighted Mean Verbal
when buying online Interpretation
Customer’s Behavior 3.21 Agree
Purchasing Decision 3.01 Agree
The table highlights the weighted mean summary table of the effect of
user-generated reviews when buying online. It garnered an overall weighted
mean of 3.11 verbally interpreted as "Agree". From the respondent's response,
there are noted that the statement of the problem 2.1 "Customer’s Behavior ",
got the highest weighted mean of 3.21 verbally interpreted as "Agree". While
the statement of the problem 2.2 "Purchasing Decision ", got the lowest
weighted mean of 3.01 verbally interpreted as "Agree".
These findings imply that the respondents agree that user-generated
reviews have an effect on their purchasing decision when buying online.

Two elements often impact consumer behavior when it comes to online
purchases: trust and perceived benefits (Hoque, Ali, & Mahfuz, 2015). As a
result, it appears that trust and perceived benefits are important ideas in
customer behavior when it comes to online shopping and reading reviews (Al-
Debei, Akroush, & Ashouri, 2015; Hajli, 2014). As a result, customers place a
greater importance on their initial attitude or action, often known as customer
behavior, rather than on their purchasing decision.
4.) Significant Difference on the Respondents` Perceived Effect of
User-Generated Reviews when Buying Online when Grouped
According to their:
4.1 Gender
Table 12: One-Way of Variance (Anova): Comparison of the

Respondents` Perceived Effect of User-Generated Reviews when
Buying Online when Grouped According to their Gender.
Indicat Gende p- Decisi

Mean f value Remarks
ors r value on
Custom
er’s Accept
Male 3.25 .854 .427
Behavio Ho
Not Significant
r
Female 3.18
Others 3.25
Purcha
sing Accept
Male 3.08 1.361 .258
Decisio Ho
Not Significant
n
Female 2.97
Others 3
OVER Accept
3.23 0.933 0.414 Not Significant
ALL Ho
Table 12 represents the comparison between the respondent's perception
of the effects of online user-generated reviews on customers' behavior and
purchasing decision when grouped according to gender using one-way Anova. It
is shown from the table that indicators such as customers’ behavior, and
purchasing decision have a p-value greater than the assigned level of
significance, which is 0.05, therefore, accepting the null hypothesis.
As a whole, the perception of the respondent's effects of online user-
generated reviews on customers' behavior and purchasing decision when
grouped according to gender obtained a p-value of 0.414. It is greater than the
assigned level of significance 0.05. Therefore, the finding led to the acceptance
of the null hypothesis that the perception of the respondent's perception on the
effects of online user-generated reviews on customers' purchasing behavior and
decision when grouped according to gender has no significant difference
because based on the rule if the generated p-value is greater than to the level
of significance, which 0.05, accept Ho otherwise retain Ho.
The result does not signify that male and female respondents formed
different perceptions taking the effects of online user-generated reviews on
customers' behavior and purchasing decision.

4.2 Number of Years as Online Customer

Buying Online when Grouped According to the Number of Years as
Online Customer
Numbe
r of
Years
Indicat p- Decisi
as Mean f value Remarks
ors value on
Online
Custo
mer
Custom 1-2
er’s years Accept
1.424 .243
Behavio 3.18 Ho
Not Significant
r
3-4 years 3.29

5 years and
3.2
above
Purcha 1-2
sing years Reject
2.91 9.732 .000
Decisio Ho
Significant
n
3-4 years 3.24
5 years and
3.1
above
OVER Accept
ALL Ho
purchasing decision when grouped according to the number of years as online
customer using one-way Anova. It is shown from the table that indicators
such as customers' behavior, and purchasing decision have a p-value greater

than the assigned level of significance, which is 0.05, therefore, accepting the
null hypothesis. However, the indicators "purchasing decision" got a p-value
less than the level of significance 0.05, therefore, rejecting the null hypothesis.
As a whole, the perception of respondents' perception of the effects of
online user-generated reviews on customers' behavior and purchasing decision
when grouped according to the number of years as online customer used
obtained a p-value of 0.258. It is greater than the assigned level of significance
0.05. Therefore, the finding led to the acceptance of the null hypothesis that
the perception of the respondent's perception on the effects of online user-
grouped according to the kind of online selling platform used have no
significant difference because based on the rule, if the generated p-value is
greater than to the level of significance, which 0.05, accept Ho, otherwise
retain Ho.
The result does not signify that the respondents formed different
perceptions taking the effects of online user-generated reviews on customers'
behavior and purchasing decision based on the number of years as online
customer.

Buying Online when Grouped According to their Kind of online
selling platform used.
Kind
of
Indicat online p- Decisi
Mean f value Remarks
ors selling value on
platfor
m used
Custom Lazada
Accept
er’s 2.180 .057
3.11 Ho
Behavio
r
Shopee 3.22
Facebook
3.22
Marketplace
Carous Not Significant
3.63
ell
eBay 2.94
Others 4
Purcha Lazada
Accept
sing 1.734 .127
2.94 Ho
Decisio
n
Shopee 3.01 Not Significant
Facebook
3.02
Marketplace
Carous
3.25
ell
eBay 3.25
Others 4
OVER Accept
ALL Ho
purchasing decision when grouped according to the kind of online selling
platform used, using one-way Anova. It is shown from the table that
indicators such as customers' behavior, and purchasing decision have a p-

value greater than the assigned level of significance, which is 0.05, therefore,
accepting the null hypothesis.
As a whole, the perception of respondents' perception of the effects of
online user-generated reviews on customers' behavior and purchasing decision
when grouped according to the kind of online selling platform used obtained a
p-value of 0.062. It is greater than the assigned level of significance 0.05.
Therefore, the finding led to the acceptance of the null hypothesis that the
perception of the respondent's perception on the effects of online user-
grouped according to the kind of online selling platform used have no
significant difference because based on the rule, if the generated p-value is
greater than to the level of significance, which 0.05, accept Ho, otherwise
retain Ho.
The result have no significant difference formed that the respondents’
perceptions taking the effects of online user-generated reviews on customers'
behavior and purchasing decision based on the kind of online selling platform
used.
Chapter 5
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
This chapter disseminated the study's findings, conclusions, and
recommendations. The summary that was thoroughly reviewed in order to
determine the effect of online user-generated reviews is also attached here.
As a result, the primary goal of this study is to gather evidence that will
allow us to appropriately analyze the effect of online user-generated reviews to
the customer's behavior and purchasing decision.
1.) What is the profile of your respondents in terms of:
1.1 Gender
2. How do respondents assess the credibility of the User-Generated Reviews
when buying online?
3. How are respondents affected by User-Generated Reviews when buying
online in terms of:

4. Is there a significant difference in the respondents perceived effect of User-
Generated Reviews when buying online when grouped according to their
profile (gender, number of years as online customer and kind of online
selling platform used)?
Summary
The purpose of this study was to know the effect of online user-generated
reviews on customers' behavior and purchasing decisions. It was conducted
online with selected online customers of Grade 12 students at Nagpayong High
School. The researchers utilized the Descriptive-Correlational Quantitative
Research Method. To achieve the expected answer, the researchers used the
results of an adopted and edited survey questionnaire. The respondents were
Grade 12 students in Nagpayong High School during SY. 2021–2022 from the
different strands of STEM (Science, Technology, Engineering, and
Mathematics), ABM (Accountancy and Business Management), HUMSS
(Humanities and Social Sciences), and GAS (General Academic Strand). From
the population of Grade 12 students at Nagpayong High School, the sample
size has a total of 252 students.
To determine the sample size, the researchers utilized Slovin’s formula
and Stratified simple random technique. The frequency and percentage and
weighted mean as well as the one way anova were used for the gathered data
through the aid of the software SPSS (Statistical Package for the Social
Sciences) for accuracy and reliability.
Findings of the Study
1. Demographic Profile of the Respondents
1.1 Gender
It showed that a huge fraction of the total number of the respondents is
female, which constitutes 154 or 61.1% of the whole percentage of the
respondents, closely followed by male respondents with 96 or 38.1% and 2 or
0.8% of the respondents answered others. Majority of female respondents are
online shoppers than male.
The table shows the respondents' frequency and percentage distribution
in terms of the number of years as online customer. Most students answered 1-
2 years, which is 161 or 63.9%, while others answered 3-4 years, which is 58 or
23.0%, and 33 students answered 5 years and beyond, which is 13.1%,
according to the table.
1.3 Type of Product Purchase Online
Result stated that a large number of the respondents answered fashion
with 114 or 45.2%, while 39 or 15.5% answered Health & Beauty, 36 or 14.3 %
of the respondents answered Electronics and Media, while 25 or 9.9% answered
Toys, Hobby, and DIY, 20 or 7.9% of the respondents answered Jewelry and
Accessories, while 12 or 4.8% of the respondents answered Food and Beverage
and 6 or 2.4% answered others. Most of the respondents’ buy in the category of
fashion.
1.4 Kind of Online Selling Platform Used
The frequency and percentage distribution of the respondents in terms of
the kind of online selling platform used are shown. Shopee received a frequency
of 184 or 73.0% of respondents, while 44 or 17.5% of respondents answered
Lazada, 19 or 7.5% of respondents utilized Facebook Marketplace, 2 or 0.8%
answered eBay and Others, and 1 or 0.4% responded to Carousell.
2. Credibility of the User-Generated Reviews when buying online
It turned out that the respondents usually want updated reviews of other
customers before buying, proven by the statement "Reviews must be recently
posted or updated by previous customers to make me believe that it's credible"
produced the highest number of responses with a weighted mean with 3.66
verbally interpreted as "Strongly Agree".
3. Effect of User-Generated Reviews to Respondents when buying
online

The weighted mean distribution on how user-generated reviews affect
respondents' behavior when buying online is shown. It received an aggregate
overall weighted mean of 3.21, which was interpreted as "Agree" by the
respondents. Item 1 "I always base my view of the product on the comments of
other customers," received the highest weighted mean of 3.52 verbally
interpreted as " Strongly Agree," according to the respondent's responses.
It showed that the respondents always review the recent post by previous
customers found by the statement "The review must recently posted by the
previous customers to help me choose what to buy" which expressed the highest
weighted means with 3.36 verbally interpreted as "Strongly Agree"
Summary of the Effect of User-Generated Reviews when buying online
The weighted mean summary table shows the impact of user-generated
reviews while buying online is highlighted. It received an aggregate weighted
mean of 3.11, which was interpreted as "Agree" by the respondents. According
to the respondent's reaction, the statement of the problem 2.1 "Customer's
Behavior" received the greatest weighted mean of 3.21 when verbally
translated as "Agree." The statement of the problem 2.2 "Purchasing Decision"
received the lowest weighted mean of 3.01 when verbally interpreted as
"Agree."
4. Significant Difference on the Respondents` Perceived Effect of
User-Generated Reviews when Buying Online when Grouped
4.1 Gender
When classified according to gender, shows the comparison of the
respondents’ perceived effect of online user-generated reviews on customers'
behavior and purchasing decision. It shows that indicators such as customer’s
behavior and purchasing decision have a p-value greater than the assigned
level of significance, which is 0.05, indicating that the null hypothesis is
accepted.
When categorized by number of years as online customer using one-way
anova, shows the comparison of the respondents’ perceived effect of online
user-generated reviews on customers' behavior and purchasing decision. It
shows that indicators such as customer’s behavior have a p-value greater than
the assigned level of significance, which is 0.05, indicating that the null
hypothesis is accepted. The null hypothesis was rejected because the indicator
"purchasing decision" had a p-value less than the level of significance 0.05.
4.3 Kind of Online Selling Platform Used
Using one-way anova, represents a comparison of the respondent's
perceived effect of online user-generated reviews on customers' behavior and
purchasing decision when grouped by kind of online selling platform. It shows

that indicators such as customer’s behavior and purchasing decision have a p-
value greater than the assigned level of significance which is 0.05, indicating
that the null hypothesis is accepted.
Conclusions
The findings of the study yielded to the following conclusions:
1. Majority of the respondents belong to the female population with 1-2 years
been online customer and purchased fashion products from the shopee online
selling platform.
2. The researchers concluded based on the assessment on the credibility of the
user-generated reviews when buying online that the majority of the
participants strongly agreed that the credibility of the user-generated reviews
have a big help to them or other people when buying online. The researcher
concludes that the participants always rely on the reviews before they buy a
product online.
3. The researchers concluded based Effect of User-Generated Reviews to
Respondents when buying online in terms of:
Most of the respondents have shown different behavior when buying online and
have a very strong experience in looking or checking first at the feedback of the
other customers before they made a move. It is practiced that they always rely
on the other customer's opinion for them to get a wiser decision to make.
Majority of the respondents strongly agreed that they buy the products if the
reviews are recently posted by the previous customers to help them choose, and
when the reviews are convincing, they purchase the product and they lean
towards based on the review written on the website rather than their friend or
family and, the respondents disagree that they didn’t purchase a product has a
bad reviews from previous customers.
4. The researchers concluded based on the significant difference on the
respondents’ perceived effect of user-generated reviews when buying online
when grouped according to their:
4.1 Gender has no significant difference on the respondents perception on the
effect of user-generated reviews when buying online.
4.2 Number of years as online customer has no significant difference on the
respondents perception on the effect of user-generated reviews when buying
online.
4.3 Kind of online selling platform used has no significant difference on the
respondents perception on the effect of user-generated reviews when buying
online.
Recommendations
Based on the conclusions, the following recommendations are presented:
1. The customers must ensure that they have knowledge on how reviews can
affect their purchasing behavior and decision. Especially to those who are new
in terms of purchasing online. As such, the researchers suggest that the
customers must first do research, with that the customers will prevent from
being an impulsive buyer that may cause them to purchase not good quality
products.
2. Recommendation for the online platforms on displaying an updated and
clear description of the products especially the reviews of other customers and
the number of sold items. It is for the customers so that they can easily see if
the product is good or bad, recommended by other customers and help to make
their decision easily.
3. Recommendation of having virtual sessions for both customers and sellers
discussing the importance of reviews, how they will critique reviews, and how
it will help the customers to develop their behavior before purchasing and for
the sellers to know how customers will respond.
4. The researchers recommend the local government to conduct activities or
seminars that will help to develop the decision-making of customers. Especially
to those who are not familiar with online shopping. It will help them to have a
better basis in choosing or purchasing a good quality product. Also, it will
prevent them from purchasing a product that has bad reviews.
5. The researchers also suggest that sellers must put detailed information or
description of their products in order to help the customers in deciding on what
to buy. Also, sellers must be responsive to the messages that their possible
customer is asking because everyone needs further information before going to
their final decision.
6. The researchers likewise call the attention of customers to be more practical
in purchasing products online. They must read reviews of others on how it
becomes beneficial to them and know if you really need it also. Everyone must
be a wise customer, read reviews and evaluate before buying.
7. The researchers recommend that sellers in different online selling platforms
must not create fake accounts just to have good reviews. Yes, it may help them
by selling the products but that also can give them big trouble because the
customers that buy the product that they sell may make feedback that can
harm their products also. Customers must take time to read and know if the
reviews are reliable and credible.

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Appendix 1
LETTER TO GATHER INITIAL DATA
November 26, 2021
Ms. Mildred S. Cera

Assistant Principal II
Nagpayong High School Department
Division of Pasig
Dear Ma'am:
Good day!
We, the researchers from Grade 12-ABM 1 presently working on a research

paper entitled " Online User-Generated Reviews: Effects on Customers'
Behavior and Purchasing Decision. "
In such manner, we humbly request for your permission to allow the

undersigned to:
1. Gather the total number of students of grade 12 students for school year
2021- 2022.
2. and distribute a survey questionnaire to selected respondents.
Have confidence that the information we obtained will be taken with full secrecy
and will only be utilized for the fulfillment of our study.
Thank you and we are looking forward to a positive response regarding this
request.
Respectfully yours,
Pagwagan, Baliza, Calderon et.al
Group 2 ABM1
Researchers
Noted:
Mrs. Marivi T. Camacho
Research Paper Adviser
Appendix 2
LETTER TO RESPONDENTS
November 27, 2021
Dear Respondent;
Greetings!
We are the researchers from GRADE 12 ABM 1 and currently working on our
research paper entitled “Online User-Generated Reviews: Effects on Customers'
Behavior and Purchasing Decision.”
Please help us achieve our goal by voluntarily participating as one of our

research informants by giving us the opportunity to distribute a survey
questionnaire to you.
Rest assured that the data we gathered will be taken with full confidentiality
and will only be used for the completion of our research requirement.
Kindly be aware that your participation in this study is voluntary. Should there
be hindrance to your participation, please let us know.
request.
Respectfully yours,
Group 2 ABM 1
Researchers
Noted:
Appendix 3
LETTER TO ADVISER
November 27, 2021
Ms. Mildred S. Cera

Assistant Principal II
Nagpayong High School Department
Division of Pasig
Dear Ma'am:
Good day!
We, the researchers from Grade 12-ABM 1 presently working on a research

paper entitled " Online User-Generated Reviews: Effects on Customers'
Behavior and Purchasing Decision. "
The respondents of our study are Grade 12 Senior High School Students per
class. In line with that may we seek help from your kind approval to answer
survey questionnaire some students in your class.
Rest assured that the data we gathered will be taken with full confidentiality
and will only be used for the completion of our research requirement.
request.
Respectfully yours,
Group 2 ABM1
Researchers
Noted:
Appendix 4
SURVEY QUESTIONNAIRE
Division of Pasig City
NAGPAYONG SENIOR HIGH SCHOOL
Centennial II, Nagpayong Pinagbuhatan, Pasig City
Dear Respondents,
We, the Grade 12-ABM (1) students are conducting a research study
entitled “Online User-Generated Reviews: Effects on Customers' Behavior and
Purchasing Decision”.
In order for researchers to be able to collect reliable data for this study, we
would like to seek help from you to answer this questionnaire honestly and
thoroughly.
Rest assured that your responses will be taken confidentially and are
purposefully designed to determine the effects of online user-generated reviews
to your purchasing behavior and decision.
Thank you very much for your cooperation and God bless.
The Researchers
PART I: PROFILE OF THE RESPONDENT

Instructions: Kindly check (/) properly the needed information below.
Name (Optional):
Gender: ( ) Male ( ) Female ( ) others
Number of years as online customer:
( ) 1-2 years ( ) 3-4 years ( ) 5 years and above
Type of Product Purchased online:
( ) fashion
( ) toys, hobby and DIY
( ) electronics and media
( ) health & beauty
( ) food & beverage
( ) jewelry and accessories
( ) others (please specify)
Kind of online selling platform used
( ) Lazada
( ) Shopee
( ) Facebook Marketplace
( ) Carousell
( ) eBay
( ) others (please specify)
PART II: CREDIBILITY OF THE USER-GENERATED REVIEWS

WHEN BUYING ONLINE
On a scale from 1 to 4, check only one answer. Each response option on
the scale is rated as the following:
Numerical Description Numerical Description Verbal Description

4 3.26 – 4.00 Strongly Agree (SA)
3 2.51 – 3.25 Agree (A)
2 1.76 – 2.50 Disagree (D)
1 1.00 – 1.75 Strongly Disagree (SD)
4 3 2 1
(SA) (A) (D) (SD)
1. Reviews must be recently
posted or updated by previous
customers to make me believe
that it’s credible.
2. I consider it credible when I
saw many reviews made by
previous customers about the
product.
Reviews are credible if legit
buyers' reviews are posted.
4. I believe that the review is
credible if I saw evidence like
pictures and videos from previous
customers.
5. I believe in online item reviews
that provide in-depth information
about it.
6. It is credible if the rating of the

reviews of previous customers are
good and consistent.
7. I depend on the reviews if it
has a five-star rating coming
from the previous customers of
the product.
8. It is credible if the number of
items sold becomes high due to
the number of reviews.
PART III: THE EFFECT OF USER-GENERATED REVIEWS WHEN
BUYING ONLINE TO CUSTOMER’S BEHAVIOR AND PURCHASING
DECISION
4 3 2 1
CUSTOMER’S BEHAVIOR (SA) (A) (D) (SD)
1. I always base my perception of the
product on the feedback of other
customers.
2. I do my online purchases based on
the reviews that I read instead of its
prices.
3. I asked someone to go online
shopping with me to find good review
products.
4. I avoided certain online stores
because I am afraid I would not read
good reviews of the product I want.
5. I spend too much time reading
reviews of previous customers from
different online selling platforms.
6. I felt on edge, agitated, or irritable
when I haven't been able to find a
product that has good reviews.
7. I habitually visit online shops to find
or buy products especially when they
have good reviews.
8. I spend a lot of time browsing

reviews so that I can find good quality
products.
4 3 2 1
PURCHASING DECISION (SA) (A) (D) (SD)
1. I choose to purchase an item with
fewer reviews from previous customers,
but for a lower price.
2. I lean towards buying an item based
on online reviews from previous
customers rather than advertisements.
3. I lean towards buying an item based
on online reviews of the customers
rather than my family’s or friend’s
experience that purchased physically
and used the item.
4. I purchase a product even if it has
bad reviews from previous customers.
5. I purchase an item that has positive
reviews from previous customers with
full confidence online without doing any
research.
6. When the reviews are convincing, I
purchase the product.
7. I buy more than one product when
the reviews from previous customers
are reliable.
8. The reviews must be recently posted
by the previous customers to help me
choose what to buy.
THANK YOU FOR YOUR COOPERATION.

KEEP SAFE AND GOD BLESS YOU
Appendix 5
CODES OF DATA ANALYSIS
SOP 1. PROFILE OF THE RESPONDENT
Gender Code
Male 1
Female 2
Others 3
Number of years as Code

online customer
1-2 years 1
3-4 years 2
5 years and above 3
Type of product Code

purchased online
Fashion 1
Toys, Hobby and DIY 2
Electronics And Media 3
Health & Beauty 4
Food & Beverage 5
Jewelry and Accessories 6
Others 7
Kind of online selling Code

platform used
Lazada 1
Shopee 2
Facebook Marketplace 3
Carousell 4
Ebay 5
Others 6
SOP 2. CREDIBILITY OF THE USER-GENERATED REVIEWS WHEN

BUYING ONLINE
Numerical Verbal
Scale
value Interpretation
4 3.26 – 4.00 Strongly agree (SA)
3 2.51 – 3.25 Agree(A)
2 1.76 – 2.50 Disagree (D)
Strongly Disagree
1 1.00 – 1.75
(SD)
Credibility of the User-Generated Reviews

Statement 1 CUGR1
Statement 2 CUGR2
Statement 3 CUGR3
Statement 4 CUGR4
Statement 5 CUGR5
Statement 6 CUGR6
Statement 7 CUGR7
Statement 8 CUGR8
SOP 3: THE EFFECT OF USER-GENERATED REVIEWS WHEN BUYING

ONLINE TO CUSTOMER’S BEHAVIOR AND PURCHASING DECISION
Numerical Verbal
Scale
value Interpretation
4 3.26 – 4.00 Strongly agree (SA)
3 2.51 – 3.25 Agree(A)
2 1.76 – 2.50 Disagree (D)
Strongly Disagree
1 1.00 – 1.75
(SD)
Customer’s Behavior
Statement 1 CB1
Statement 2 CB2
Statement 3 CB3
Statement 4 CB4
Statement 5 CB5
Statement 6 CB6
Statement 7 CB7
Statement 8 CB8
Purchasing Decision
Statement 1 PD1
Statement 2 PD2
Statement 3 PD3
Statement 4 PD4
Statement 5 PD5
Statement 6 PD6
Statement 7 PD7
Statement 8 PD8
Appendix 6
TALLY OF DATA ANALYSIS
Respondent CUGR
s Gender YBOC TPPO KOSPU 1 CUGR2 CUGR3
1 2 1 1 2 3 4 3
2 1 1 1 2 4 4 4
3 2 1 4 1 4 4 4
4 1 2 2 2 3 3 3
5 2 2 6 2 4 4 4
6 2 2 1 2 4 4 4
7 2 1 1 1 3 3 3
8 2 2 4 2 3 4 4
9 2 1 1 2 4 4 4
10 2 1 1 2 4 3 4
11 2 3 4 2 4 4 4
12 2 1 1 2 4 4 4
13 2 1 1 2 4 4 4
14 2 1 3 1 3 3 3
15 2 1 1 2 4 4 4
16 1 1 1 1 4 4 3
17 2 2 7 1 3 3 3
18 2 2 1 2 4 4 4
19 2 1 4 2 4 4 3
20 2 1 1 2 3 4 4
21 1 1 2 1 4 4 4
22 2 1 6 2 3 4 4
23 2 1 4 2 4 4 4
24 1 1 1 2 4 4 3
25 1 3 1 2 4 3 4
26 2 1 4 2 4 4 4
27 2 1 1 2 4 4 4
28 1 1 3 2 4 3 4
29 2 2 1 2 4 4 4
30 2 1 2 2 4 3 4
31 2 1 1 2 4 3 3
32 1 1 1 2 4 4 4
33 2 1 2 2 3 3 3
34 2 2 4 2 4 3 3
35 1 2 3 2 4 3 4
36 2 2 1 2 4 4 4
37 1 1 5 2 3 3 3
38 1 1 3 2 4 4 4
39 2 1 1 2 4 4 4
40 2 1 1 2 4 4 4
41 2 1 1 2 4 4 4
42 1 1 6 2 3 3 4
43 1 1 3 1 4 3 3
44 2 1 4 2 3 4 3
45 2 1 1 2 4 4 4
46 1 1 3 2 3 2 3
47 1 1 5 3 3 3 4
48 2 1 1 1 3 3 3
49 2 1 2 2 4 4 4
50 2 1 1 1 3 3 3
51 1 3 3 3 3 4 3
52 1 1 1 3 4 3 4
53 2 1 1 2 3 3 3
54 2 1 6 2 4 4 4
55 2 2 4 2 4 3 4
56 1 1 1 1 4 4 4
57 1 1 3 3 2 3 4
58 2 3 1 5 4 3 3
59 2 1 1 2 4 4 4
60 2 1 1 2 4 4 4
61 2 1 4 3 3 3 4
62 2 1 2 2 4 4 4
63 2 1 1 2 4 3 3
64 3 1 4 1 3 2 3
65 2 1 1 2 4 4 4
66 1 2 1 2 4 4 4
67 1 1 6 2 4 4 4
68 2 3 4 2 3 3 3
69 1 2 3 1 4 4 4
70 1 2 1 2 4 4 4
71 2 1 1 2 4 4 4
72 2 1 1 2 4 4 4
73 2 2 4 2 4 4 4
74 2 2 4 1 4 4 4
75 1 1 4 2 4 4 4
76 1 1 1 2 4 4 4
77 2 1 1 2 3 4 3
78 2 1 1 2 3 4 4
79 2 1 1 2 3 4 4
80 2 2 4 1 4 4 4
81 1 3 3 2 4 4 4
82 2 3 1 2 4 4 4
83 2 2 3 1 4 4 4
84 2 1 1 2 3 3 3
85 2 3 1 2 4 4 4
86 2 1 4 2 4 4 4
87 1 1 2 2 4 3 4
88 1 1 4 2 4 4 4
89 2 3 5 2 3 3 4
90 2 1 1 1 4 3 3
91 2 2 1 2 4 4 4
92 2 1 1 1 3 3 3
93 1 1 1 2 4 3 2
94 2 1 2 1 3 3 4
95 2 2 1 2 3 4 4
96 2 2 6 2 4 3 3
97 1 1 1 1 3 2 4
98 1 1 1 2 3 3 3
99 1 1 1 2 3 3 3
100 2 2 6 2 3 3 3
101 1 1 3 1 4 3 3
102 2 1 5 2 4 3 2
103 2 1 3 1 3 3 4
104 2 2 6 2 4 3 3
105 1 1 2 2 4 3 4
106 2 1 4 2 3 4 4
107 2 1 1 2 4 4 4
108 2 3 6 2 4 4 4
109 2 1 1 2 4 3 4
110 2 1 1 2 3 4 3
111 2 2 4 2 3 3 3
112 2 1 1 2 4 4 3
113 2 1 3 1 3 3 3
114 1 1 3 2 4 4 4
115 2 1 7 2 3 3 3
116 2 1 2 2 3 3 4
117 1 1 1 2 4 4 4
118 2 1 4 2 4 4 4
119 1 1 3 2 4 4 4
120 2 1 5 2 4 4 4
121 2 1 1 1 3 3 3
122 1 3 3 3 4 4 3
123 2 1 6 3 3 3 3
124 2 2 3 2 4 3 4
125 2 1 1 1 3 3 3
126 2 1 4 1 4 3 4
127 2 2 2 2 3 3 3
128 2 1 2 2 3 4 4
129 2 2 1 1 3 3 3
130 1 3 2 2 4 4 4
131 2 1 1 2 4 4 3
132 1 2 1 2 4 4 4
133 2 3 1 2 4 3 3
134 3 1 2 2 3 2 2
135 2 2 1 6 4 4 4
136 2 1 1 2 3 3 3
137 2 1 6 2 4 4 4
138 2 3 5 2 4 2 3
139 2 3 6 1 4 4 4
140 1 2 3 2 3 3 3
141 2 1 4 2 4 4 4
142 2 1 6 2 3 4 4
143 2 1 1 2 4 4 4
144 1 1 2 3 4 4 4
145 2 2 1 2 4 4 4
146 2 3 4 2 4 3 4
147 1 3 5 5 4 3 4
148 1 3 3 3 3 4 4
149 2 1 1 2 4 4 4
150 1 1 3 3 3 3 3
151 2 3 1 2 4 4 3
152 1 1 6 2 4 4 3
153 2 1 1 2 4 4 3
154 2 1 1 2 3 3 3
155 2 3 7 2 3 3 3
156 2 1 1 2 4 4 4
157 1 1 3 2 4 4 4
158 2 1 1 2 3 4 2
159 1 1 5 3 3 4 4
160 1 1 1 2 3 4 4
161 1 3 6 2 3 3 3
162 2 1 2 2 4 3 3
163 1 1 2 2 4 3 4
164 2 1 4 1 4 4 4
165 1 3 7 6 4 4 4
166 1 3 1 1 3 4 3
167 2 1 3 1 3 3 3
168 1 2 7 2 4 4 4
169 1 2 2 2 4 4 4
170 2 1 1 3 4 4 4
171 2 1 4 2 4 4 4
172 2 2 7 2 3 3 4
173 2 1 4 2 4 4 4
174 2 1 1 3 4 4 4
175 1 2 1 2 4 4 4
176 2 1 1 2 4 4 4
177 2 2 1 2 4 4 4
178 2 1 4 2 4 3 4
179 1 3 1 3 3 2 4
180 1 1 3 2 3 4 4
181 1 1 1 2 4 4 4
182 2 1 3 2 4 4 4
183 2 1 5 2 3 3 4
184 1 1 6 1 4 4 4
185 1 3 2 2 4 4 4
186 2 1 4 2 4 3 4
187 1 1 1 2 3 3 3
188 1 1 2 2 4 4 4
189 2 2 1 2 4 3 4
190 2 2 1 2 3 3 3
191 1 3 1 1 4 4 4
192 1 3 1 2 3 3 4
193 1 1 1 2 4 4 4
194 2 2 4 2 3 2 1
195 2 1 5 2 4 4 4
196 1 1 1 2 3 4 4
197 1 1 5 2 4 4 3
198 1 1 2 1 4 4 4
199 2 1 1 2 3 3 3
200 2 1 4 2 4 3 3
201 1 1 4 3 4 4 3
202 1 1 1 1 4 3 3
203 1 1 4 3 4 3 3
204 2 2 1 2 3 3 4
205 1 3 1 1 4 2 3
206 1 2 3 2 4 2 2
207 1 1 4 3 4 3 3
208 1 1 1 2 4 4 4
209 1 1 3 2 4 4 4
210 1 1 1 2 4 4 4
211 1 1 1 2 4 4 4
212 1 1 1 2 3 3 4
213 2 1 1 2 4 4 4
214 2 1 1 2 4 3 3
215 1 1 1 3 3 3 3
216 2 2 6 2 4 4 4
217 2 2 3 2 4 4 4
218 2 2 3 2 4 4 4
219 2 2 1 2 4 4 4
220 1 2 5 1 4 4 4
221 2 3 4 2 4 4 4
222 1 1 3 1 4 4 4
223 1 2 3 2 4 4 4
224 2 2 1 2 4 4 4
225 1 1 3 1 3 3 3
226 2 2 1 2 4 4 4
227 2 1 1 1 4 3 4
228 2 1 2 2 3 3 3
229 2 2 6 3 4 4 4
230 1 3 3 4 4 4 4
231 2 1 4 2 4 3 3
232 1 2 2 2 4 4 3
233 1 1 3 2 4 4 4
234 2 1 4 2 4 3 2
235 1 1 1 2 4 4 4
236 1 1 2 2 4 4 2
237 2 2 1 2 4 3 4
238 2 2 6 1 4 3 4
239 2 2 1 2 4 4 4
240 1 1 3 2 3 2 3
241 2 1 4 1 3 3 3
242 2 1 6 2 4 4 4
243 1 2 3 1 2 2 3
244 2 3 1 1 3 3 4
245 1 1 1 2 4 3 4
246 1 3 4 2 4 3 3
247 2 3 1 2 4 4 4
248 2 1 1 2 3 3 3
249 1 2 1 2 3 3 4
250 2 2 1 2 4 4 4
251 1 2 2 1 3 3 3
252 2 1 1 2 4 3 4
CUGR4 CUGR5 CUGR6 CUGR7 CUGR8 CB1 CB2 CB3

4 3 3 4 3 3 3 4
4 4 4 4 4 4 4 3
4 4 4 4 4 4 4 4
3 3 3 3 3 4 4 4
4 4 4 4 4 4 4 4
4 4 4 4 4 3 3 3
3 3 3 2 3 3 2 2
4 3 4 3 4 4 4 4
3 3 3 3 3 3 2 3
4 4 3 3 3 4 4 3
4 3 4 4 4 4 4 2
3 4 3 3 4 4 2 2
4 4 4 4 4 4 3 4
3 3 3 2 3 3 2 2
4 4 4 4 4 3 4 3
3 4 3 2 3 4 3 4
3 3 3 3 3 3 3 3
4 3 4 3 3 3 3 2
4 3 3 4 4 3 3 3
4 3 4 4 3 4 3 3
3 3 4 3 3 4 3 3
4 4 4 4 4 4 3 3
4 4 4 4 4 4 3 4
3 3 4 2 4 3 3 3
4 3 4 3 4 4 4 4
4 4 4 4 4 4 4 2
4 4 3 3 3 4 3 3
3 4 4 3 3 4 4 3
4 4 4 4 4 4 3 4
4 3 3 4 3 3 3 3
4 4 3 3 3 3 3 2
4 4 4 4 4 4 3 3
4 2 3 4 3 3 2 2
3 3 3 4 3 3 3 3
3 4 3 4 3 4 4 2
4 4 4 4 4 4 4 4
3 2 3 3 3 3 2 3
3 4 4 4 2 4 4 2
4 4 4 4 4 3 4 3
4 4 4 4 4 4 3 3
3 3 4 3 4 3 2 3
3 3 4 2 3 3 3 2
3 4 3 3 4 4 3 2
4 3 4 3 3 3 3 3
4 4 4 4 4 3 3 3
3 3 3 3 3 2 3 3
3 3 3 4 4 3 3 4
3 3 3 3 3 3 3 3
4 3 3 4 4 3 2 2
3 3 3 3 3 3 3 2
3 3 3 3 3 3 3 3
3 4 2 2 3 4 3 4
2 3 3 3 3 3 2 3
4 3 4 4 4 4 4 3
4 3 4 4 4 4 3 4
4 4 3 3 4 3 3 4
1 2 3 3 3 3 4 2
3 3 3 3 3 4 2 3
4 4 4 3 3 3 4 3
4 4 4 3 4 4 3 3
4 3 4 3 3 4 2 3
4 3 4 4 4 3 3 3
3 3 4 3 3 3 2 2
4 4 4 4 3 4 3 3
4 4 4 4 3 4 4 2
4 4 4 4 4 4 4 3
2 3 2 2 3 3 3 3
3 3 3 3 3 4 4 3
4 4 4 4 4 4 4 4
4 4 4 4 4 4 4 3
4 4 4 3 4 4 4 3
4 4 4 4 4 4 4 2
4 4 3 4 3 4 3 4
4 4 4 4 4 4 3 3
4 4 4 3 3 3 4 4
4 4 4 3 4 3 2 2
4 4 3 3 3 3 3 2
4 3 4 4 4 3 3 3
4 4 4 3 3 3 3 3
3 3 4 4 4 4 3 2
4 4 4 4 4 3 3 2
4 3 3 3 3 3 3 2
4 3 3 3 4 4 4 1
3 4 3 2 3 3 3 2
4 4 4 3 4 4 4 3
4 4 4 4 4 4 4 2
3 3 4 3 4 2 4 2
4 4 4 4 4 4 3 3
4 4 3 3 3 4 3 2
4 4 3 3 3 3 2 2
4 3 3 4 3 3 4 3
3 3 4 3 3 3 2 2
3 3 4 3 3 3 3 3
4 4 3 4 3 3 3 4
4 3 4 4 4 3 3 2
3 3 3 2 3 4 3 3
4 4 3 3 4 4 3 3
3 3 3 3 3 3 3 3
3 3 3 3 3 3 3 2
4 3 3 4 3 3 3 3
4 3 3 3 3 3 4 3
1 1 4 3 2 4 3 2
4 2 3 4 3 4 3 3
3 4 4 4 3 3 3 3
3 4 3 4 3 4 4 4
3 4 4 2 4 4 3 4
4 4 4 4 4 4 4 2
4 4 3 3 3 4 4 2
3 4 3 3 2 1 4 3
4 4 4 4 4 4 3 3
3 3 3 3 3 4 4 3
4 4 4 3 3 3 3 2
4 4 4 3 3 3 2 3
4 4 4 3 4 4 1 4
3 4 4 4 3 3 3 3
4 4 3 3 1 2 4 3
4 4 4 4 4 4 4 4
4 4 4 4 4 4 4 3
4 4 3 3 3 4 4 3
4 4 4 4 3 4 3 4
3 3 3 3 3 3 3 2
3 3 4 3 3 4 3 3
4 3 3 2 3 4 3 3
4 3 3 3 4 3 3 2
3 3 3 3 3 3 3 3
4 3 4 4 3 4 2 2
3 3 3 3 3 3 3 3
3 3 3 3 3 3 3 3
2 3 2 3 3 3 3 3
4 4 4 4 4 4 3 2
4 3 4 4 4 3 4 3
4 3 3 4 3 4 3 4
3 4 3 4 4 3 3 2
4 4 4 4 3 3 2 3
4 4 4 4 4 4 4 4
4 3 4 3 4 3 2 3
4 4 4 4 4 4 4 4
4 3 3 3 3 3 3 3
4 3 4 4 4 3 3 1
3 3 3 3 3 4 4 1
4 3 4 4 2 4 3 4
4 3 4 4 3 3 3 2
4 4 4 4 4 4 4 4
4 4 3 3 4 4 4 4
4 4 4 4 4 4 3 4
3 4 3 4 4 4 3 4
3 4 3 3 2 4 3 3
3 4 3 4 3 4 3 2
4 3 3 3 3 3 3 2
3 3 4 3 3 3 3 3
4 4 4 4 4 3 4 4
4 3 4 4 3 3 2 3
4 3 4 3 3 3 3 2
4 3 3 3 3 3 2 2
3 4 3 2 2 3 3 3
4 4 4 4 4 4 4 4
4 3 3 4 4 4 2 2
3 3 3 4 3 4 3 3
4 3 4 4 4 4 4 3
4 4 3 4 4 3 3 4
3 4 3 3 4 4 3 3
3 3 3 3 2 3 3 2
4 3 3 1 3 3 2 3
4 3 4 3 4 3 4 3
4 4 4 4 4 4 4 4
3 4 4 4 4 3 4 4
3 3 3 3 3 3 2 3
4 4 4 4 4 4 3 3
4 4 3 3 4 4 3 3
4 4 3 4 4 4 3 4
4 4 4 4 4 3 3 3
3 3 3 3 3 3 3 3
4 4 4 4 4 3 3 3
4 4 4 1 3 2 1 2
4 4 4 4 4 4 4 4
4 4 4 4 4 3 3 3
4 4 4 4 4 4 4 3
4 4 4 4 4 3 3 2
4 3 3 3 3 4 3 4
4 3 4 4 3 4 2 1
4 4 4 4 4 4 4 4
4 4 4 4 4 4 4 4
3 3 3 3 3 4 3 2
4 4 4 4 4 4 4 4
4 4 4 4 4 4 4 4
3 4 4 3 3 4 3 3
3 3 3 3 3 3 3 3
4 3 4 3 3 3 3 3
4 4 3 4 3 4 4 3
4 2 3 3 2 3 3 3
4 4 3 3 3 3 3 3
4 3 3 3 3 4 4 3
3 4 4 4 2 4 3 2
3 4 4 1 2 4 4 2
4 4 4 3 3 3 3 3
4 4 4 4 4 4 3 4
3 3 3 3 4 4 4 3
4 4 4 3 4 4 4 4
3 3 3 3 3 4 3 3
4 3 3 3 3 3 3 3
3 3 2 2 3 4 3 3
3 3 3 3 3 4 1 3
3 4 3 3 4 4 4 3
3 4 3 4 2 4 4 2
3 2 3 3 2 3 3 2
2 4 4 4 4 4 4 4
4 3 2 4 3 4 3 4
4 4 4 4 4 4 4 2
4 4 4 4 4 4 4 4
4 4 4 4 4 4 4 4
4 4 4 4 4 4 4 4
3 3 3 3 3 3 3 2
4 4 4 4 4 4 3 3
3 4 3 3 2 4 3 3
4 4 3 4 4 4 3 2
4 4 4 4 4 4 4 4
3 3 3 4 4 4 3 3
3 3 4 4 4 4 3 4
4 4 4 4 4 4 3 2
4 4 4 4 4 4 4 4
4 4 4 4 4 4 4 4
4 4 4 4 4 3 3 3
4 3 3 3 4 3 3 2
4 4 4 4 4 3 3 1
3 3 3 3 3 3 3 3
4 4 4 4 4 4 4 4
4 3 4 4 3 4 3 3
3 3 3 3 3 4 4 3
4 4 3 4 3 3 4 3
4 4 4 4 3 4 3 4
3 3 3 4 3 3 3 3
4 3 4 3 4 4 3 4
3 2 4 4 3 4 3 3
2 3 3 3 3 4 4 4
4 4 3 4 4 4 3 4
2 2 2 3 3 4 3 4
3 4 3 4 4 4 3 4
3 4 4 4 3 3 2 4
4 4 3 4 3 4 3 4
3 3 4 3 3 3 2 2
3 3 3 3 3 3 2 2
4 4 4 4 4 3 3 2
4 2 3 2 3 2 2 2
3 4 3 2 3 4 3 4
3 3 4 3 4 3 4 3
4 3 4 4 4 4 4 3
4 3 3 4 4 4 2 4
4 4 3 4 4 3 2 2
2 4 3 3 2 3 4 4
4 4 4 4 4 4 4 4
3 3 3 3 3 3 3 3
3 2 2 4 3 4 3 4
CB4 CB5 CB6 CB7 CB8 PD1 PD2 PD3

3 3 3 4 3 3 3 4
3 3 4 4 4 2 3 3
4 4 4 4 4 4 4 3
4 4 4 4 4 3 3 3
4 4 4 4 4 4 4 3
3 3 3 3 4 4 4 4
2 4 2 3 4 2 3 1
2 3 4 4 4 2 2 1
3 3 2 3 2 4 4 4
3 3 3 3 3 2 3 2
3 2 1 3 1 1 4 2
2 3 3 4 4 2 3 4
4 4 3 4 3 4 3 4
4 2 1 3 2 2 3 2
3 3 3 4 4 2 3 3
4 4 4 4 4 4 4 4
3 3 3 3 3 3 3 3
3 3 3 3 3 2 3 3
2 4 4 3 4 2 3 2
3 4 3 3 3 3 3 3
4 3 3 3 4 2 3 2
4 3 2 4 3 2 3 2
4 3 3 4 4 3 3 4
2 4 3 3 3 2 4 2
4 4 4 4 4 4 4 4
2 4 3 4 4 2 3 3
2 2 3 3 4 2 3 3
3 3 3 3 3 3 3 3
3 3 3 3 3 2 4 2
3 4 3 3 3 2 3 3
4 3 3 4 4 2 3 2
4 4 3 4 3 4 4 3
2 3 3 3 3 3 3 3
3 3 3 3 3 2 3 4
3 3 2 3 3 4 4 4
4 4 4 4 4 4 4 4
4 4 2 3 3 1 3 2
3 4 2 2 2 2 3 3
4 4 4 4 3 3 4 3
3 4 3 3 3 2 3 3
3 3 2 3 3 2 3 2
3 3 3 3 4 2 3 2
3 3 4 3 3 4 4 3
3 3 3 3 3 3 3 2
3 4 3 3 4 2 4 3
3 3 3 2 3 4 3 3
3 2 3 3 3 3 3 4
3 3 3 3 3 3 3 3
3 3 3 2 3 2 3 2
3 3 3 3 3 2 3 2
3 3 3 3 3 4 3 3
4 2 3 4 4 4 3 3
3 3 3 3 3 3 3 3
4 4 4 4 4 2 4 4
3 4 3 4 3 4 3 2
3 4 3 3 3 4 4 3
3 3 3 4 2 3 4 3
3 2 3 2 3 4 4 3
3 3 3 4 4 3 3 3
4 4 3 3 4 4 4 3
2 4 2 3 4 2 4 3
2 3 2 3 3 2 3 3
3 2 2 3 2 2 3 3
3 4 3 4 4 3 3 3
2 4 3 4 4 2 3 2
2 3 3 3 3 4 4 4
4 2 3 4 2 3 4 2
3 3 2 4 4 4 4 4
4 4 2 4 4 4 4 4
2 3 4 4 4 4 4 4
3 3 3 4 4 2 4 3
2 2 4 4 4 2 4 4
2 3 3 3 4 4 3 2
3 3 3 3 3 2 3 1
4 4 4 4 4 3 3 3
2 2 1 2 2 2 2 2
2 3 2 3 3 2 3 2
2 4 2 3 3 1 3 2
2 3 4 3 3 2 3 2
2 2 1 3 3 2 3 3
3 2 2 3 3 3 3 3
3 3 1 3 3 4 4 4
4 3 1 4 4 4 4 4
3 3 3 4 3 3 3 3
3 3 3 4 4 2 4 3
2 2 4 4 4 1 4 1
3 4 3 4 3 4 3 4
3 4 3 3 3 3 3 3
2 2 3 3 2 2 2 3
2 3 2 2 3 2 3 2
2 3 3 4 4 1 4 2
3 3 2 3 3 2 3 2
4 3 2 2 4 3 3 2
4 4 4 2 4 3 3 3
2 3 3 3 3 3 3 3
3 3 3 3 3 2 3 3
3 2 3 3 3 1 2 3
3 3 3 3 3 2 3 3
2 3 3 3 3 2 3 2
3 3 3 3 4 3 3 3
3 3 3 4 4 2 3 3
1 4 3 2 1 4 3 2
3 3 2 3 4 1 4 2
3 3 2 3 3 3 4 2
3 3 1 3 4 4 3 3
4 4 2 4 4 4 3 4
3 4 3 4 4 2 4 4
3 2 2 3 4 2 3 2
4 3 3 4 4 1 3 2
2 4 4 4 4 3 4 2
3 3 3 4 4 2 3 3
2 2 3 3 3 4 4 2
2 3 3 3 3 3 4 2
2 3 1 3 4 2 3 4
3 4 2 4 4 3 4 3
3 4 3 4 4 2 3 3
4 4 4 4 4 4 4 4
3 4 4 4 4 2 2 2
3 3 3 2 3 3 3 3
3 4 4 3 4 2 3 1
2 3 3 3 3 3 3 3
3 2 3 4 2 3 4 4
3 3 3 2 3 3 4 3
2 3 2 3 4 3 4 3
3 3 3 3 3 3 3 3
3 1 4 4 4 2 4 3
3 3 3 3 3 3 3 3
3 3 3 3 3 2 1 2
2 3 4 3 2 3 3 3
2 2 3 4 3 3 3 3
4 4 3 4 3 2 3 4
3 4 3 3 3 4 3 3
2 3 2 3 3 3 4 3
4 3 4 2 3 4 2 2
4 4 4 4 4 4 4 4
2 2 3 3 3 2 2 3
4 4 4 4 4 4 4 4
4 2 4 3 3 2 3 3
2 3 1 3 3 3 3 3
2 3 1 3 3 2 3 3
3 4 3 4 4 4 3 3
2 2 3 3 3 2 3 2
4 4 4 4 4 2 4 4
3 3 2 4 4 2 4 3
4 4 4 4 4 4 4 4
4 2 3 2 4 4 4 4
2 3 3 3 4 4 3 4
3 3 4 2 4 4 3 4
3 3 3 4 4 2 3 2
3 3 3 3 3 3 3 3
4 4 4 4 4 4 4 4
2 3 1 3 3 1 2 1
3 3 3 3 4 2 2 2
3 3 3 3 3 2 3 3
3 3 2 2 4 2 3 2
4 4 4 3 3 3 3 3
2 2 3 2 3 2 3 2
3 2 3 2 2 3 3 4
4 3 4 3 3 4 3 4
3 4 4 3 4 2 4 3
3 3 4 3 3 3 3 3
3 3 2 3 3 3 3 2
3 3 4 3 4 2 2 1
2 3 2 4 3 2 3 2
4 4 4 4 4 4 4 4
3 3 4 4 4 2 3 2
3 3 3 3 3 2 3 2
2 4 3 3 3 2 3 3
1 4 4 3 4 2 3 3
4 3 3 4 4 2 3 3
3 3 3 3 3 3 3 3
3 4 3 3 3 2 3 3
3 3 3 3 3 3 3 3
2 3 3 4 4 1 2 1
4 4 4 4 3 4 3 3
3 4 2 4 4 3 3 3
2 4 3 4 4 4 4 4
3 4 3 4 4 2 2 3
3 3 3 4 4 3 2 3
2 2 2 4 4 2 4 3
3 4 4 4 4 2 3 3
3 3 4 4 4 4 4 4
2 3 3 3 3 4 2 2
4 4 4 4 4 4 4 4
4 4 4 4 4 2 2 2
3 4 3 3 3 3 2 3
3 3 3 3 3 2 3 2
3 3 3 4 4 2 3 2
2 4 3 4 4 4 4 3
3 3 2 2 2 2 3 2
4 3 3 3 3 2 3 4
2 2 2 3 3 2 3 3
4 4 3 3 4 2 4 2
4 4 2 4 4 1 3 2
4 4 4 4 4 1 3 3
3 3 2 3 4 2 3 3
3 3 4 3 3 4 3 3
4 4 4 4 4 2 4 4
4 3 3 3 3 3 3 3
3 3 3 3 3 2 3 2
3 3 3 4 4 3 2 2
2 4 3 4 4 2 3 2
3 2 4 2 3 2 2 3
4 4 3 4 3 4 3 3
3 3 3 4 2 3 4 3
4 4 3 4 3 4 4 4
4 4 4 3 3 3 3 3
3 4 3 3 3 2 2 3
1 4 4 4 4 1 4 2
4 4 4 4 4 3 3 3
4 4 4 4 4 4 4 4
3 2 2 3 3 2 3 2
4 4 3 4 4 2 4 3
2 3 2 3 4 2 3 3
3 3 3 3 3 3 3 3
4 4 4 4 4 4 4 4
4 4 4 4 4 4 3 4
4 4 4 3 4 4 4 4
3 3 2 3 3 3 3 3
4 4 4 4 4 4 4 4
4 4 4 4 4 4 4 4
3 3 3 3 3 4 4 4
3 2 2 3 3 4 4 4
1 1 1 3 3 4 4 4
3 3 3 3 3 3 3 3
4 4 4 4 4 3 4 3
3 3 4 3 4 3 3 3
4 4 4 4 3 3 4 4
4 3 4 4 4 4 3 4
3 4 4 4 3 4 3 3
3 3 3 3 4 4 3 4
3 3 3 3 3 4 3 4
4 3 4 4 3 4 3 4
3 4 3 4 2 4 3 4
3 4 3 4 3 2 4 3
4 4 4 4 4 4 3 4
3 4 3 4 4 4 3 4
3 4 3 4 3 4 3 3
3 4 3 4 3 4 3 4
2 2 2 2 4 3 3 2
3 4 2 3 2 2 3 2
1 4 1 4 2 3 3 2
2 2 2 2 2 2 3 2
4 3 2 4 4 4 3 3
4 4 2 3 4 2 4 3
4 3 4 3 4 3 3 4
1 4 3 4 4 1 3 1
3 4 1 2 4 3 3 2
2 2 3 3 4 3 2 2
4 3 3 4 4 4 4 4
3 3 3 3 3 3 3 3
3 3 3 4 3 4 3 4
PD4 PD5 PD6 PD7 PD8

3 4 3 3 3
2 3 3 3 3
4 4 4 4 4
3 3 3 3 3
3 3 3 4 4
3 4 4 4 4
1 4 3 2 3
1 2 4 4 3
3 4 3 4 4
1 3 3 3 3
1 3 3 4 3
2 4 3 3 4
3 4 3 4 3
2 3 3 2 3
2 3 4 2 4
4 4 4 4 4
3 3 3 4 3
2 3 3 2 3
1 3 4 3 3
3 3 3 3 3
2 3 2 2 3
2 3 3 3 3
2 4 3 4 4
2 4 4 4 3
4 4 4 4 4
2 3 3 3 4
1 2 3 3 2
2 4 3 3 3
2 4 3 3 3
2 3 3 3 3
3 2 4 3 4
2 2 3 3 3
2 3 3 3 3
1 4 3 3 3
2 4 4 4 4
4 4 4 4 4
2 2 2 3 4
2 3 3 3 3
4 4 4 3 4
2 3 4 2 4
1 3 2 4 4
2 3 2 3 4
2 3 3 3 3
2 3 3 3 3
2 2 3 3 4
3 3 4 3 3
2 4 3 4 3
2 3 3 3 3
2 3 3 2 3
2 2 2 2 2
3 3 3 3 3
4 4 2 3 3
3 3 3 2 4
2 4 3 4 4
4 3 4 4 4
4 3 4 3 4
4 4 4 3 4
2 2 3 3 3
4 4 4 3 4
2 4 3 3 3
1 3 3 3 3
2 2 3 2 3
1 2 3 3 2
3 3 3 3 3
2 4 3 3 4
4 4 4 2 4
4 3 3 4 4
1 3 4 3 3
2 4 4 4 4
1 4 3 3 4
1 2 4 3 4
2 4 4 2 4
2 3 3 4 4
1 2 2 2 2
3 3 3 3 3
1 2 2 2 4
2 3 3 3 2
1 1 3 3 4
2 3 3 3 2
1 3 3 3 3
1 3 4 3 4
4 4 4 4 4
4 4 4 4 4
2 3 2 3 4
2 4 4 4 3
1 4 4 4 4
2 4 3 3 3
3 4 3 4 4
2 4 3 3 3
2 2 2 2 3
1 2 4 3 4
2 2 3 4 2
1 2 3 3 4
3 2 1 1 3
2 3 3 3 3
1 3 2 3 3
3 2 3 2 3
2 3 3 3 3
2 2 3 3 3
3 3 3 3 4
1 3 3 3 3
1 4 3 2 1
1 3 3 3 3
2 3 4 4 4
4 4 4 3 3
2 4 4 4 3
3 4 4 4 4
3 4 4 4 4
1 1 2 3 2
1 4 4 3 4
1 4 3 3 3
3 2 2 2 3
2 2 3 3 3
2 4 4 4 4
2 1 2 2 3
1 2 3 3 3
4 4 4 4 4
1 1 4 4 4
3 4 3 3 3
1 1 2 4 3
3 3 3 3 3
3 3 3 2 3
2 3 3 2 3
2 3 4 3 3
3 3 3 3 3
1 4 4 3 3
3 3 3 3 3
1 2 2 1 2
4 3 3 3 3
1 3 3 2 3
3 4 4 4 4
4 4 3 4 4
2 2 3 3 4
3 3 3 3 4
4 4 4 4 4
3 2 3 3 4
3 4 4 4 4
3 3 3 3 2
1 2 3 3 3
2 3 3 3 4
4 3 4 4 4
2 2 3 2 2
2 4 4 4 4
2 4 3 4 4
4 3 4 4 4
3 3 3 4 3
3 4 3 4 3
3 3 3 2 4
2 3 2 2 3
3 3 3 3 3
1 1 3 4 4
1 2 3 4 3
1 2 3 3 2
2 3 3 3 3
2 2 3 2 3
3 3 3 3 3
2 3 3 2 3
3 3 3 4 3
4 4 3 4 4
1 3 4 3 4
4 3 3 3 4
2 3 3 3 3
1 1 2 3 3
2 4 4 4 4
4 4 4 4 4
1 3 3 3 3
2 2 3 3 3
1 3 3 4 4
2 4 4 3 4
2 4 3 4 4
3 3 3 3 3
3 3 3 3 3
3 3 3 3 3
1 1 3 1 4
1 2 4 3 4
2 4 4 3 4
3 3 4 4 4
1 2 1 1 1
3 3 3 4 3
2 3 4 4 4
3 3 2 3 3
1 4 4 4 4
2 3 3 3 3
1 4 4 4 4
3 3 3 3 3
2 3 2 3 3
1 2 2 2 3
2 3 3 3 4
3 3 3 4 2
1 3 2 2 1
1 4 3 3 4
2 3 3 2 3
2 4 2 3 4
2 1 4 3 2
3 3 3 4 3
2 3 3 2 4
4 3 3 4 3
4 4 4 4 4
3 3 3 3 3
1 3 3 3 3
1 2 2 1 2
2 3 3 3 4
2 3 4 3 3
4 4 4 3 3
3 3 2 3 4
4 4 4 4 4
2 3 3 3 3
1 3 4 3 3
3 4 4 4 4
3 3 3 3 3
4 4 4 4 4
2 3 3 3 3
2 2 4 3 4
2 4 3 3 3
3 3 3 3 3
4 4 4 4 4
4 4 4 4 4
4 4 4 4 4
2 3 3 3 3
4 4 4 4 4
4 4 4 4 4
4 3 3 3 4
3 3 3 4 4
4 4 4 4 4
3 3 3 3 3
2 1 4 3 4
3 4 3 4 3
3 3 4 3 4
4 4 4 4 3
3 3 3 4 3
3 3 3 3 3
2 2 4 3 4
3 4 3 4 3
3 4 3 3 4
4 3 4 4 4
3 4 4 4 3
3 4 4 4 4
4 3 4 3 4
3 4 2 4 3
2 2 2 2 4
1 4 3 1 3
1 4 3 1 4
1 2 2 2 3
2 2 3 3 3
2 4 4 3 4
3 3 3 3 4
1 4 4 4 4
3 2 3 2 2
4 3 1 3 3
3 4 4 3 4
3 3 3 3 3
3 2 4 4 3
Appendix 7
SPSS OF DATA ANALYSIS

Gender Frequency Percentage %

Male 96 38.1
Female 154 61.1
Others 2 0.8
Total 252 100%
Number of years as online

customer Frequency Percentage %
1-2 years 161 63.9
3-4 years 58 23.0
5 years and above 33 13.1
Total 252 100%
Type of product purchased online Frequency Percentage %

Fashion 114 45.2
Toys, Hobby and DIY 25 9.9
Electronics And Media 36 14.3
Health & Beauty 39 15.5
Food & Beverage 12 4.8
Jewelry and Accessories 20 7.9
Others 6 2.4
Total 252 100%
Kind of online selling platform used Frequency Percentage %

Lazada 44 17.5
Shopee 184 73.0
Facebook Marketplace 19 7.5
Carousell 1 0.4
Ebay 2 0.8
Others 2 .8
Total 252 100%
Credibility of User-Generated Reviews Weighte Verbal

d Mean Interpretation
1. Reviews must be recently posted or 3.66 Strongly Agree
updated by previous customers to make me
believe that it's credible.
2. I consider it credible when I saw many 3.52 Strongly Agree
reviews made by previous customers about
the product.
3. Reviews are credible if legit buyers' reviews 3.61 Strongly Agree
are posted.
4. I believe that the review is credible if I saw 3.58 Strongly Agree
evidence like pictures and videos from
previous customers.
5. I believe in online item reviews that 3.48 Strongly Agree
provide in-depth information about it.
6. It is credible if the rating of the reviews of 3.50 Strongly Agree
previous customers are good and consistent.
7. I depend on the reviews if it has a five-star 3.42 Strongly Agree
rating coming from the previous customers of
the product.
8. It is credible if the number of items sold 3.40 Strongly Agree
becomes high due to the number of reviews.
Overall Weighted Mean 3.52 Strongly Agree
Customer's Behavior Weighted Verbal

Mean Interpretation
1. I always base my perception of the product on 3.52 Strongly Agree
the feedback of other customers.
2. I do my online purchases based on the reviews 3.18 Agree
that I read instead of its prices.
3. I asked someone to go online shopping with 2.98 Agree
me to find good review products.
4. I avoided certain online stores because I am 3.01 Agree
afraid I would not read good reviews of the
product I want.
5. I spend too much time reading reviews of 3.23 Agree
previous customers from different online selling
platforms.
6. I felt on edge, agitated, or irritable when I 2.98 Agree
haven't been able to find a product that has good
reviews.
7. I habitually visit online shops to find or buy 3.35 Strongly Agree
products especially when they have good
reviews.
8. I spend a lot of time browsing reviews so that 3.39 Strongly Agree
I can find good quality products.
Purchasing Decision Weighted Verbal

Mean Interpretation
1. I choose to purchase an item with fewer 2.79 Agree
reviews from previous customers, but for a lower
price.
reviews from previous customers rather than
advertisements.
reviews of the customers rather than my family’s
or friend’s experience that purchased physically
and used the item.
4. I purchase a product even it has bad reviews 2.36 Disagree
from previous customers.
5. I purchase an item that has positive reviews 3.10 Agree
from previous customers with full confidence
online without doing any research.
6. When the reviews are convincing, I purchase 3.19 Agree
the product.
7. I buy more than one product when the reviews 3.13 Agree
from previous customers are reliable.
8. The reviews must be recently posted by the 3.36 Strongly Agree
previous customers to help me choose what to
buy.
Effect of User-Generated Reviews Weighted Mean Verbal

when buying online Interpretation
Customer’s Behavior 3.21 Agree
Purchasing Decision 3.01 Agree
f p-
Indicators Gender Mean Decision Remarks
value value
Credibility of Male 3.5 .585 .558 Accept Ho Not
User-Generated Female 3.54 Significant
Others 3.31
Reviews
Male 3.25
Customer’s Not
Female 3.18 .854 .427 Accept Ho
Behavior Significant
Others 3.25
Male 3.08
Purchasing Not
Female 2.97 1.361 .258 Accept Ho
Decision Significant
Others 3
Not
OVERALL 3.23 0.933 0.414 Accept Ho
Significant
Years
been an f p-
Indicators Mean Decision Remarks
online value value
customer
Credibility of 1-2 years 3.51
Not
User- 3-4 years 3.57 .636 .530 Accept Ho
Significant
Generated 5 years and
3.52
Reviews above
1-2 years 3.18
Not
Customer’s 3-4 years 3.29 1.424 .243 Accept Ho
Significant
Behavior 5 years and
3.2
above
1-2 years 2.91
Purchasing 3-4 years 3.24 9.732 0 Reject Ho Significant
Decision 5 years and
3.1
above
Not
Significant
Kind of
online
f p-
Indicators selling Mean Decision Remarks
value value
platform
used
Lazada 3.38
Shopee 3.57
Credibility
Facebook
of User- 3.34 3.961 .002 Reject Ho Significant
Marketplace
Generated
Carousell 3.88
Reviews
eBay 3.19
Others 4
Lazada 3.11
Shopee 3.22
Facebook Not
Customer’s 3.22 2.180 .057 Accept Ho
Marketplace Significant
Behavior
Carousell 3.63
eBay 2.94
Others 4
Lazada 2.94
Shopee 3.01
Not
Purchasing Facebook 1.734 .127 Accept Ho
3.02 Significant
Decision Marketplace
Carousell 3.25
eBay 3.25
Others 4
Not
Significant
Appendix 8
Presentation in the Research Study entitled

“Online User-Generated Reviews: Effects on Customers'
Behavior and Purchasing Decision”
Appendix 9
DOCUMENTATION OF PRESENTATION
Appendix 10
CURRICULUM VITAE
AUDREY ANN F. PAGWAGAN

586, Lapu-lapu St., La Del Pilar HOA, Nagpayong II, Pinagbuhatan, Pasig City
Contact No.: 09183168680
Email Address: a.pagwagan08@gmail.com
PERSONAL INFORMATION
Date of Birth : March 08, 2003
Place of Birth : Angono, Rizal
Age : 18 y/o
Religion : Roman Catholic
Weight : 40 kg
Height : 147 cm
Sex : Female
Civil Status : Single
Nationality : Filipino
Father’s Name : July F. Pagwagan
Mother’s Name : Nonita F. Pagwagan
Language I can speak : Filipino, English
EDUCATIONAL BACKGROUND
● Senior High School

-Nagpayong High School (2020-present)
● Secondary Education
-Nagpayong High School (2016-2020)
● Elementary School
-Green Homes Integrated School Inc. (2010-2016)
JUDE T. BALIZA
#47 Kenneth road blk 22 lot 53 Nagpayong Pinagbuhatan Pasig City

Contact No.: 09460601026
Email Address: judebaliza@gmail.com
Place of Birth : Cabusao Camarines Sur
Age : 17 y/o
Weight : 40 kg
Height : 165 cm
Sex : Male
Father’s Name : Junfre Baliza
Mother’s Name : Imelda Baliza

- Cabusao Central School (2010-2016)
ANGELO RODEN M. CAMACHO

Blk10, Lot12 Centennial 2B Noah Road Nagpayong Pinagbuhatan Pasig City
Contact No.: 09979117029

Email Address: angelocamacho9922@gmail.com
Date of Birth : September 14, 2003
Place of Birth : RMC/Rizal Medical Center
Age : 18 y/o
Religion : Born Again
Weight : 45 kg
Height : 160 cm
Sex : Male
Father’s Name : Rodante Camacho
Mother’s Name : Cristita Camacho

- Nagpayong Elementary School (2008-2015)
ISRAEL SARMIENTO
Blk 4 Lot 6 Mahogany St. Nagpayong Pinagbuhatan Pasig City
Contact No.: 09217297358
Email Address: sarmientoisrael18@gmail.com
Date of Birth : September 18, 2004
Place of Birth : Pasig City

Age : 17 y/o
Religion : Catholic
Weight : 65 kg
Height : 164 cm
Sex : Male
Father’s Name : Isagani A. Del Rosario
Mother’s Name : Razel F. Sarmiento

JAM EUNICE CABANOS

Blk 5 Lot 8 Eagle St Sunrise Centennial 2 Pinagbuhatan Pasig City
Contact No.: 09499069917
Email Address: jamcabanos@gmail.com
Date of Birth : February 21, 2003
Place of Birth : Marikina City
Age : 18 y/o
Religion : Pentecostal
Weight : 36 kg
Height : 146 cm
Sex : Female

Father’s Name : Enrique Granada
Mother’s Name : Evangeline Quillain

- Emilio Infante Elementary School (2010-2015)
APRIL JOY D. CALDERON

38 PH.1 BLK.2 Ilugin, Pinagbuhatan, Pasig City
Contact No.: 09569843736
Email Address: apriljoycalderon07@gmail.com
Date of Birth : April 12,2004
Age : 17 y/o
Religion : Catholic
Weight : 43 kg
Height : 149 cm
Sex : Female
Father’s Name : Armando C. Calderon
Mother’s Name : Luisa D. Calderon

- Ilugin Elementary School (2010-2015)
FIONA MAE L. DOMINGO

#048 Onyx St. Centennial 1-A Nagpayong Pinagbuhatan Pasig City
Contact No.: 09271533480
Email Address: fionamae.0708@gmail.com
Date of Birth : July 8, 2004
Age : 17 y/o
Weight : 58 kg
Height : 160 cm
Sex : Female
Father’s Name : Rodel V. Domingo
Mother’s Name : Jonalyn L. Domingo

- Spark School (2010-2016)
ARLYN G. EMPERADO
Blk 43 Orchid St. Brgy. Sta Ana Arienda, Taytay Rizal
Contact No.: 09065960253
Email Address: arlynemperado9@gmail.com
Date of Birth : January 08, 2004
Place of Birth : Makati City
Age : 17 y/o
Weight : 38 kg
Height : 147 cm
Sex : Female
Father’s Name : Jimmy G. Emperado
Mother’s Name : Jogie Emperado

- Rizal Elementary School (2009-2015)
JANA MARIE B. FORMALES

Lakeview #60 Mango St. Nagpayong Pinagbuhatan Pasig City
Contact No.: 09619378611

Email Address: janamariebienformales@gmail.com
Age : 17 y/o
Religion : Christian
Weight : 49 kg
Height : 150 cm
Sex : Female
Father’s Name : Constacio Jr. Formales
Mother’s Name : Gloriosa Formales

JESICA L. PAREDES
Blk 45 Everlasting St.Eusebio Ave. Nagpayong II Pinagbuhatan Pasig city

Contact No.: 09633572988
Email Address: jesicaparedes0416@gmail.com
Date of Birth : April 16, 2004
Age : 17 y/o
Weight : 45 kg
Height : 149 cm
Sex : Female
Father’s Name : Junito P. Paredes
Mother’s Name : Columba L. Paredes

ALTHEA O. PORTALES
#080 Lapu-Lapu St. La Del Pilar HOA Nagpayong 2 Pinagbuhatan Pasig City
Contact No.: 09291379273
Email Address: altheaportales3@gmail.com
Date of Birth : June 28, 2004

Place of Birth : Quezon Province
Age : 17 y/o
Religion : Born Again Christian
Weight : 45 kg
Height : 157.48 cm
Sex : Female
Father’s Name : Reynan A. Portales
Mother’s Name : Mechell O. Portales

EVANJELYN Y. TURTAL
7594 Francis St. Villa Maria Nagpayong Pinagbuhatan Pasig City
Contact No.: 09301938821
Email Address: turtalevanjelyn@gmail.com
Date of Birth : November 21, 2002
Age : 18 y/o
Religion : Catholic
Weight : 50 kg
Height : 154cm
Sex : Female
Father’s Name : Diosdado P. Turtal
Mother’s Name : Eva Y. Turtal

- Alternative Learning System (ALS) (2019-2020)
Sto.Domingo Learning Center Cainta Rizal
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NAGPAYONG HIGH SCHOOL

Online User-Generated Reviews: Effects on Customers'

In Partial Fulfillment of the Requirements for the Track

Pagwagan, Baliza, Calderon et al.

THE PROBLEM AND ITS SETTING

allow users to access others' opinions quickly, thoughts, evaluations, and

experiences (Sen & Lerman, 2007), and it is now commonly referred to as

electronic word-of-mouth communication (eWOM). The Internet has evolved

vital source of knowledge and empowerment for customers. User-Generated

Reviews or UGR are a fundamental element of social eWOM (Huang and

Benyoucef, 2012). Individuals use UGR to express their opinions and

experiences on companies, brands, products, and services and build large-scale

word-of-mouth networks. Consumers can make their own opinions freely

accessible to global communities or individual peers who use the information to

support their purchasing behavior that leads to a final decision. According to

people, groups, and organizations buy goods, services, or experiences to meet

Online user-generated reviews, as buyer feedback, have a significant

effect on potential customers' purchasing behavior and decision. It also defines

the amount of risk involved in a purchase. Further, consumers show

uncertainty about their purchasing decision and the consequences those

experiences, customers can seek information from former consumers to reduce

the risk of unaimed consequences of their actions (Burtona & Khammash,

intensively to minimize uncertainty (Henning-Thurau & Walsh, 2003).

It's becoming increasingly important to understand how individuals make

online purchasing decisions. With an increase of 19.9% in 2016 and forecasted

accounts for 8.7% of retail sales worldwide. Overall, e-commerce is still

dominated by middle-aged and older consumers, but younger consumers (16-24

the challenges involved in online consumer decisions (Helversen et al., 2018).

about the online user-generated reviews and its effect on customers’

purchasing behavior and decision.

According to the article of Dumlao (2011), reviews posted online have a

significant effect on Filipinos' purchasing behavior and decisions in the

Philippines, with three out of five, or 61 percent of Filipino customers who

According to a report, which is a pre-release of data from the global insights

and measurement company's inaugural Southeast Asia Digital Consumer

Report, two-thirds of digital Filipinos use social media as a resource when

determining what products and services to purchase. It also discovered that

trusted sources of product purchase suggestions, next only to friends and

family. According to Jay Bautista, general director of Nielsen's media business

in the Philippines, such overwhelming trust in online reviews creates

placed online will almost certainly have a negative impact on

customers' behavior, prompting them to decide not to continue purchasing.

Favorable recommendations openly given in online reviews, on the other hand,

customers in making a good purchasing decision.

customers purchasing behavior and decision.

reviews on customers' behavior and purchasing decision in selected online

customers of Grade 12 students in Nagpayong High School during S.Y. 2021-

which caused their doubt to purchase. Also, it contributes to marketers'

knowledge by providing insights into consumers' behavior, which marketers

can potentially use to better respond to and target these consumers to

overcome barriers to consumer choice.

The following discussions presented theories that justified this research

Stimulus-Organism- Response Model

Figure 1. Stimulus-Organism- Response Model

This study is supported by the Stimulus-Organism-Response (SOR) Model

scenario can stimulate consumers' psychology and affect consumer behavior

reviews. Review rating refers to a positive review, moderate review, an