APPENDICES

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 Appendix A

Letter to the Barangay Captain

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 Appendix B

CONSENT FORM

Date:

Name:

Age:

Occupation:

It is with full understanding that I am participating in this study entitled The

Impact of Online Customer Reviews on Consumer Buying Behavior In Borongan

City, conducted by the marketing students of the College of Business Management and

Accountancy under the Business Administration Program Major in Marketing

Management. With this I hereby provide my full consent to the researchers in handling

the information that I will be providing in this survey. Though this consent form, I also

give the researchers the full authority to process and interpret the information granting

that it is free from researchers biases, It shall be known that I understand completely the

nature and concept of this study, as well as its complications.

Further I am also aware that I am not entitled to any form of payment in

exchange for my participation in this study. I take full consideration that result of this

study will be beneficial to the students in the university, Hence my participation.

Moreover, I am fully aware that my participation in this study is done without force,

influence and has not accepted any form of bribe from the researchers in exchange for

the information that I will be providing.

Name and Signature of the respondent

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 Appendix C

Survey Questionnaire

Good day! We are the 4th year marketing students and we are conducting a

survey regarding our topic entitled “Impact of Online Customer Reviews on

Consumer Buying Behavior in Borongan City”, your answers to this questionnaire

will be very helpful to our study and will be highly appreciated.

Do you make Online Purchases:( ) Yes ( ) No

Thank you!

PART I. DEMOGRAPHIC PROFILE

Name (optional);

Sex: ( ) male ( ) female

Age: ( ) 13-19Yrs. old ( ) 20-29 Yrs Old ( ) 30-39 Yrs Old

( ) 40-49 Yrs Old ( ) 50 Yrs. Old and above

Occupation : ( ) students ( ) Employed ( ) Unemployed ( ) Retired ( ) Homemaker

PART II: FACTORS OF ONLINE REVIEWS

Direction: please indicate your level of agreement or disagreement with each of these

statements. Put a check ( / ) mark in the box on the scale provided.

5- SA (strongly agree) 4- A (agree) 3- N (neutral) 2-D (Disagree) 1- SD (strongly

disagree)

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PART II.1 REVIEW RATING SA A N D SD

Having a product with low average rating doesn’t affect ones

interest on buying a product.
Having a product with low average rating doesn’t affect ones
interest on buying as long as it is expensive.
Having a high average rating can persuade ones interest in
buying
Star rating itself can tell the quality and novelty of the product.
Someone can be hesitant to purchase a product if it has a low
average rating even though it has a positive review.

PART II.2 VALENCE IN COMMENTS

Having bad comments about the products can makes one’s
interest on buying fades/disappear

Consumer reviews are more trustworthy than the product

description.

Even one bad review comment can easily make someone

hesitant to buy the product

Doesn’t matter if the products has a expensive price as long as it

has a positive comments.

Before buying consumer are likely compare it to different shops

and purchase it based on the comments/feedback reviews.

PART II.3 PRODUCT DESCRIPTION

Finding brand information in description more trustworthy than
the review rating and customer reviews.

Using the product description as a basis after receiving a

product ordered.

Product description itself can convince me to buy the product

Website information or products description are very informative.

Having a good product description doesn’t affect one’s interest

in buying

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PART III: FACTORS OF CONSUMER BUYING BEHAVIOR

Direction: please indicate your level of agreement or disagreement with each of these

statements. Put a check ( / ) mark in the box on the scale provided.

5- SA (strongly agree) 4- A(agree) 3- N (neutral) 2-D(Disagree) 1- SD (strongly

disagree)

PART III.1 PRICE PERCEPTION SA A N D SD

Having a cheaper price of the product affect one’s interest in

buying.

Having products promos attract customers on buying.

Having the product compliments its price to its price to its

quality can make someone lose its interest in purchasing.

Having product that doesn’t compliment its price to its quality

can make someone lose its interest in purchasing.

Having to buy the product even if its expensive as long as it

has a good quality.

PART III. 2 CONSUMER TRUST

Using online reviews when buying a product

Online reviews is more trustworthy than a personal

recommendations from friends and family.

Online reviews have a significant impact on the overall

reputation and success of a brand.

Reading a negative comment can make someone interest in

buying fades/disappear.

Having on trust on a brand can make someone lose interest in

buying their product.

PART III.3 PURCHASE INTENTION SA A N D SD

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Reading positive reviews increase someone intention to
purchase a product.

Reading negative reviews affects your intention to purchase a

product.

Considering online reviews as a crucial factors in determining

your purchase intention.

Having specific details and personal experiences from other

customers on its reviews can raise someone interest in
buying.

Overall rating of a product in online reviews impact one’s

purchase intention.

THANK YOU!!!

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