Influence of online consumer reviews on the sales of large household appliances: a survey in Romania

The advent of online shopping has reshaped the way consumers make purchasing decisions, necessitating a comprehensive understanding of the profound influence wielded by online customer reviews. This study adopts a rigorous approach to examine the impact of online reviews on the sales of large household appliances in the Romanian market, delving into critical factors such as customer trust, review volume, and the disruptive influence of the COVID-19 pandemic. By meticulously analyzing 404 responses obtained through an online questionnaire, employing advanced statistical techniques using IBM SPSS, we uncover remarkable insights that shed light on the intricacies of consumer behavior. The findings of this study corroborate previous research, revealing the pivotal role played by customer trust in online reviews and the significant impact of review volume on purchase intentions. The evidence supports the notion that these factors directly shape consumer behavior and exert a tangible influence on sales outcomes. However, intriguingly, our investigation reveals no substantial association between the pandemic and consumers' intention to purchase large appliances, underscoring the resilience of consumer decision-making processes during times of disruption. Drawing practical implications from our findings, we advocate for a strategic focus on trust-building initiatives, the amplification of review volumes, and the proactive management of negative feedback. Businesses operating in the realm of large household appliances in Romania can capitalize on these insights to enhance their sales performance, cultivate customer loyalty, and thrive in the highly competitive online marketplace. Furthermore, our scholarly contributions extend beyond the immediate scope of this study. By recognizing the significance of customer trust and review volume as influential factors in consumer behavior, we beckon future researchers to explore additional dimensions of this relationship. Promising avenues for further investigation include conducting nuanced analyses across different types of appliances, investigating the moderating effects of demographic variables, and undertaking cross-country comparisons to expand the generalizability of findings.