The impact of online consumer reviews factors on the Dutch consumer buying decision.

Since the fast and still increasingly adoption of buying products or services online, online consumer reviews have become increasingly more important. The online consumer review involves positive or negative statements made by consumers and experts about a product or service. This consumer-created information is helpful for decision- making on purchases because it provides consumers with indirect experiences. This paper is concerned with identifying five relevant factors of online reviews that have an impact on the consumer buying decision. A pilot questionnaire has been conducted and it’s practical applicability has been tested among 244 Dutch respondents. It proves that in fact the five factors of online reviews have an impact on the consumer buying decision. Finally some practical valuable feedback for future research and practical contribution has been made.