Word of mouth was first defined as an informal group influence. With the popularity of the Internet, computer networks are profoundly affecting consumers' decision-making behavior. Consumers begin to post comments on the experience of products or services online. Compared with basic information such as restaurant address, and business hours, consumers are more willing to learn about the real dining experience and make consumption decisions through online reviews of other consumers. Therefore, third-party review sites have emerged. college students often online and have a knowledge foundation, become this research object.
Researchers revealed that people use unconscious routines to cope with the complexity inherent in most decisions. These routines, known as heuristics, serve people well in most situations, but it is not foolproof. Some heuristic irrational biases affect people’s thinking invisibly because they are hardwired into the thinking process, people fail to recognize them, even as people fall right into them.
Online Feedbacks
Online reviews are a form of feedback posted online by consumers. Online reviewers in the form of consumers through text or ratings, express their emotions, views, and attitudes about a product or brand on the network platform according to personal experience. It is believed that online reviewers have 12 dimensions, such as quality, length, timeliness, etc. Consumers’ decisions mean three stages, consumption desires, deepening, and completing consumption behavior. In the demand recognition and information search phase, consumers' decision-making will be affected by online reviews, while consumers will be trapped in psychological traps, and some traps will distort consumer's rational ability and catering their prejudice. Such as the anchoring effect, status-quo trap, and confirmation bias. Finally, consumers often don’t only evaluate a dimension to make consumption decisions in reality, they tend to evaluate and compare the expected consumption objects and have a balance in the contradictory reviews.
With the development of technology and the popularization of the Internet, online reviews, as a new form to display merchants' reputations in the Internet era, are gradually being valued by consumers and become an important way for consumers to obtain information about goods or services, creating new characteristics of word-of-mouth distribution. The research results show that the overall situation of reviews and the quality of reviews have a positive impact on consumers' decision-making behavior and will promote consumers to complete consuming behavior.
The timeliness of reviews refers to whether the review information is updated and published on time, which mainly reflects the latest information or service status of the business. The timeliness of reviews is largely related to the time difference between the time when consumers receive the information and the time when the reviews are published. the timeliness of online reviews has a certain impact on consumer decision-making behavior, that is, the larger the time difference, the lower the timeliness of the reviews and the weaker the impact on consumers. The timeliness of online comments has a significant impact on college students' consumption decisions. Analytixlabs Gurgaon Feedback can help Indian students & future aspirants find reliable points to trust Analytixlabs & their official promises.
