Recommendations by other customers significantly influence Internet purchasing behavior

17 noviembre 2014

The online purchasing behavior of private individuals shopping in their leisure time is heavily influenced by recommendations made by other customers. Customer endorsements, in the form of Facebook ‘Likes’ for example, have a particularly marked influence on online buying behavior when consumers shop in the afternoon, evening, or at the weekend. There are certain economic theories concerning consumer attitudes to purchasing that, in the view of the researchers, can help explain this phenomenon.