Chapter 1
THE PROBLEM AND ITS SCOPE
Introduction
Online shopping is crucial in our generation today because most of our
consumers today on a certain business lies on online shopping mostly with the young
consumers such as students and teenagers. In this research, we will be talking about
the trust and confidence of online consumers when it comes to purchasing online
products. In this study, the researchers have outlined and categorized the standard
purchasing behavior of online shoppers. It will be used as instruments to determine
which purchasing bases are the most are the most influential factor to the Filipino
consumers when finalizing a product purchase in Shopee and Lazada. After that, the
researchers conducted an online survey to gather data required for the research.
Consumers-Filipinos are very picky when shopping, and they usually base their
purchases on their needs and wants. Considering the situation today, unemployment
and economic disparity will be prevalent and will restrict the purchasing power of
consumers. Consumers tend to look and consult online customer reviews to assist
their purchasing decisions (McEleny, 2008 as cited in caceres et al 2018).
The researchers aim to introduce the concept and the impact of online
customer reviews (OCRs) to the purchasing decisions of students in the context of
today’s digital age. It highlights the significance of OCRs as sources of information
and communication for consumers. Additionally, the text OCRs (Online Customer
Reviews) acknowledges the importance of trust in online shopping and suggests that
understanding the impact of OCRs on trust is crucial for understanding their overall
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influence on consumer behavior and purchasing decisions (Abdulazis Elwalda, nd).
According to researcher Wall Street Journal (2020), revealed a surprising
factual statistic every business would want to know and the importance of online
reviews. Firms need to capitalize on their on their understanding of online reviews as
online shoppers consider online reviews as channels of getting product information
while making purchase decisions (Fu et al., 2020). Most consumers spend more on
products with excellent online reviews indicating the economic value of online
reviews (Thakur, 2018). Besides, 70% of customers refer to online reviews before
finalizing their purchase decision, and 63% of customers are more likely to buy the
product if it has higher product rating and positive reviews (Rauschnabel et al., 2019;
Mcdonald, 2018). Young shoppers are the predominant group who buy online
(Lissitsa and Kol, 2016; Singh et al., 2018). A recent study posited that a younger
group of consumers looked for online reviews and agreed that online shopping was
more convenient. Online reviews support consumers in gaining product-related
information, thereby increasing their confidence during online purchasing.
Theoretical Framework
This study is anchored on different theories on making decisions in consuming
products online and the safety of the online consumers’ trust and legitimacy of their
shopping process.
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Consumer decision making process
According to John Dewey (1910), the Consumer decision making process
theory shields lights on the stages a consumer navigates from identifying a need to the
actual purchase and beyond. The five stages encapsulating this journey are Need
Recognition, Information Search, Evaluation of Alternatives, Purchase Decision, and
Post-Purchase Behavior. By understanding these stages, businesses can strategically
influence consumer decisions at each step.
At the core of this theory is a simple premise: each stage of the process is
deeply interconnected and influences the next. For instance, the method of
Information Search may directly impact the depth and breadth of the Evaluation of
Alternatives. The purchase decision is consequentially guided by the consumer’s
alternative evaluation. Hence, the nature of one stage has a domino effect on the
subsequent stages.
Data acquired from the five stages not only determines the purchase decision
but also forecasts future consumer behavior. For instance, the post-purchase
experience can heavily influence the consumer’s decision when they are in the market
for similar product in the future. The theory also stands on the principle of utility
maximization. This principle demonstrates the consumers will allocate their income in
a way that maximizes their overall satisfaction, subject to their budget constraint.
Theory of Planned Behavior
The theory of planned behavior also known as the theory of Reasoned action
argues that all the decisions and intentions of the consumers are not randomized and
are determined by attitude and the normative beliefs of the individuals. The attitude
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defines how the consumers feel regarding a certain product that is marketed to them
by the marketers. These consumer attitudes are influenced by the different aspects of
their environments. For instance, given marketing strategies could trigger or incite
appropriate consumer behavior among different individuals while others can trigger
positive reactions (Madden et al., 1992).
Consumers have different personalities and view different aspects variedly
eliciting varied responses within a group of consumers. The attitude of consumers is
always strongly tied up to how they feel about a certain aspect of their environment or
something that they are exposed to by the marketers or to anyone trying to sell them
something. These differences in reaction in many cases are always inborn contributing
to the uniqueness. The normative behaviors of consumers are determined by the
different social groups and social pressure surrounding the same individuals
(Goldenberg & Laschinger, 1991). Two very essential aspects that interact and
operate within the market environment today strongly align to the same influencers
and online consumer reviews.
Theory of Cognitive Dissonance
According to the theory of Cognitive Dissonance, human beings prefer to have
consistency between their beliefs and behaviors. Therefore, cognitive dissonance
could occur when an inconsistency exists between what an individual believes and the
actual information he or she receives. Because of the inconsistency, the individual
perceives a discomfort, which in tum leads to some actions in order to reduce or
eliminate this discomfort. Based on the theory, there are three main approaches to
reduce or eliminate the discomfort. First, the individual can change his or her personal
beliefs to be consistent with the information. Second, the individual can search
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information that is consistent with his or her beliefs. Finally, the individual can ignore
the dissonance. Although Festinger suggests that the above three approaches can be
used when cognitive dissonance exists, he further argues that individuals tend to
persist in their original beliefs. Similarly, Staw and Ross found that people tend to
repeat their behaviors as a means to justify their bad decisions rather than admitting
the dissonance.
In the context of online shopping, it is suggested that risks associated with
transactions on the internet are higher than those in the physical environment.
Moreover, it is argued that past online experiences could reduce concerns in high-risk
purchasing decisions and familiarity of the brand could help reduce the level of risk
perceived. Furthermore, a consumer’s trusting beliefs, which refer to the consumer
believes that an online retailer is benevolent, competent, honest, or predictable could
affect the consumer’s willingness to purchase. As mentioned earlier, online reviews
provide consumers knowledge and information about a product or an online retailer.
In other words, an online review system could help consumers reduce the perceived
risk associated with online transactions. Since online reviews are opinions and
comments provided by previous consumers, this information might be received as
external cue and, in turn, might affect a consumer’s purchase decision.
Conceptual Framework
This research entitled “The impact of customer reviews on online purchasing
decisions of senior high school student in MSU-Balindong Community High School”
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used Input-process model. The INPUT contains the profile of the selected
respondents of the research including their age, sex, and year level. On the other hand,
the PROCESS contains the steps on how the researchers would do the research in
terms of range of qualitative research/survey. Asking questions, making lists of
questionnaires, reading coherences of literatures, and lastly the OUTPUT contains
nothing more than making documents for the collected informations and specially
analyzing the effects of their responses to the study. The researchers provided its
Conceptual Framework for the readers for a better understanding and convenient
diagnosing.
Statement of the Problem
The study was conducted to determine how the customer reviews impact the
online purchasing decisions of the Senior High School students in MSU-Balindong
Community High School.
Specifically, the study aimed to provide answers to the following questions:
Specifically, the study aimed to provide answers to the following questions:
1. What is the demographic profile of the respondents in terms of
1.1 Age
1.2 Gender
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1.3 Weekly Students Allowance
1.4 Shopping Apps
2. What are the shopping apps that are commonly used by the respondents?
3. What are the perceptions of Grade 11 students on Customer reviews on Online
Productive Purchasing?
Scope and Limitations of the Study
This study focuses on the Impact of Customer Reviews on Online Productive
Purchasing of Grade 11 Students in MSU-Balindong Community High School. The
data collection will be conduct to 85 randomly selected students in Grrade 11of MSU-
Balindong Community High School who will present the population.
This study will not cover other problems that are not considered as one of the
stressors and depressant. Each of the respondents is given the same questionnaires to
answer. The results of this study will be applicable only to the respondents of this
study and will not be used as a measure to the effects of depression to the academic
performance of the students who do not belong to the population of this study. The
main source of data will be the questionnaire, which is prepared by the researchers.
Significance of the Study
The study on “Perception of Grade 11 students on Customer Reviews on
Online Productive Purchasing” is conducted to understand how customer reviews
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influence the online purchasing decisions of Grade 11 students in a specific context.
The study aims to fill a research gap, provide practical implications for students and
businesses, empower consumer decision-making, contribute to academic knowledge,
and enhance understanding of the impact of customer reviews on online purchasing
decisions among Grade 11 students.
Business and Market Professionals. This study insights can be valuable for
them to target senior high school students as their consumer base. Understanding the
impact of customer reviews can help them tailor their marketing strategies, optimize
their online presence, and enhance their products or services based on the preferences
and decision-making patterns of this specific demographic.
Teachers. This study can inform them in designing relevant and practical
educational materials. By understanding the impact of customer reviews on online
purchasing decisions, teachers can incorporate this knowledge into subjects like
consumer studies, business, or digital literacy. This ensures that students are equipped
with the necessary skills and knowledge to navigate the online marketplace
effectively.
Parents. This study can help parents understand the importance of customer
reviews before making online purchase decisions since this can also be helpful for
parents. Understanding the impact of customer reviews can help parents in teaching
their children about the importance of customer reviews to their purchasing decisions.
Grade 11 Students. This study will provide them insights into the influence
of customer reviews on their online purchasing decisions. It empowers them to make
more informed choices, consider different perspectives, and evaluate the credibility of
customer reviews. This knowledge can help students become more discerning
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consumers in the digital age.
Future Researchers. This study can serve as a foundation for them in the
field of consumer behavior, specifically focusing on the impact of customer reviews
on online purchasing decisions among high school students. Future researchers can
build upon the findings of this study, expand the sample size, explore different
contexts, or investigate additional factors that influence online purchasing decisions.
Definition of terms
For the better understanding of the study, the following terms were used
conceptually and operationally.
Consumer Decision-Making Process (CDMP). Consumer decision making
process refers to the sequence of steps that a person or group of people follow when
deciding whether to purchase a product or service. (StudySmarter, 2024) In this study,
this is a process that a customer does before purchasing the goods or services he
wants.
Online Customer Reviews (OCRs). Online Customer Reviews of your
business. Customer Reviews are a form of digital feedback customers share online
about your products and services. Customer Review websites provide customers with
the opportunity to review businesses independently (The state of Queens Land 1995-
2024). In this study, these are evaluation made by customers on the services or goods
they purchase online.
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Consumer Decision-Making Process (CDMP). Consumer decision making
process refers to the sequence of steps that a person or group of people follow when
deciding whether to purchase a product or service. (StudySmarter, 2024) In this study,
this is a process that a customer does before purchasing the goods or services he
wants.
Online Purchasing Decisions. Online purchasing decisions refers to the
process of making a buying decision through online platforms. It involves consumers
using the internet to search for information about products or services, compare
opinions, and ultimately make a purchase. (Pub Genius Inc., 2024) In this study, these
are the decisions made by online shoppers while purchasing in an online shop.
Online Shopping. Online shopping is a form of electronic commerce which
allows consumers to directly buy goods or services from a seller over the internet
using a web browser. (Encyclopedia, 2024) In this study, this is the process of
purchasing goods or services over the internet, allowing customers to make purchases
from the comfort of their own home.
Online Shops. An online store or shop is a website, app or platform that helps
businesses sell their products or services digitally. ([Link], 2024) In this study,
these are online platforms where customers can purchase goods and services they
want using their mobile devices.
Chapter 2
REVIEW OF RELATED LITERATURE AND STUDIES
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This chapter presents literature and studies that will help in analyzing the
impact of customer reviews on online purchasing decision on senior high school
students. These related literature studies are taken from both local and foreign studies.
RELATED LITERATURE
Customer Product Reviews. According to Bennett and Coleman (2024),
customer is a person or business that buys goods or services from another business.
Every business fights to get customers by advertising their products heavily, cutting
costs to get more customers, or making unique products and experiences that people
love. Furthermore, customer relationship is a business philosophy and set of
strategies, programs, and systems that focuses on identifying and building the loyalty
with retailers most valued customers.
Reviews play a crucial role in the purchasing process. Consumers rely on
reviews to gather information and insights from others who have already bought or
used the product, helping them make informed decisions. (Publicize, 2021) Reviews
can be a form of digital feedback a customers share online about your products and
services. Review websites enable customers to formally and informally discuss and
rate your business online. (The State of Queensland, 1995-2024) However, With the
growing population of online shopping, people pay more and more attention to online
customer reviews which influence consumers' purchasing decisions. (J, Jia, 2014)
According to Mudambi and Schiff, (2010), online customer reviews can be
regarded as “peer-generated product evaluations posted on company or third party
websites”. Usually, the customer is offered to provide a rating on a specific scale as a
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measure of the overall evaluation and to write a text of arbitrary length that may serve
as a justification for the rating (Lee et al., 2011; Mudambi and Schuff, 2010).
According to Hu et al, (2011). Two important concepts closely related to
online customer products reviews are review manipulation or fraud and review
helpfulness. Following Hu we refer to review fraud or manipulation if vendors,
producers or any other person that holds a stake in the product or the company behind
it engage in writing online customer reviews with the aim to inflate the rating or to
improve the awareness of the product while hiding behind the identity of an
anonymous customer. The helpfulness of an online customer review is usually
represented by the ratio of positive helpfulness votes to total helpfulness votes for a
particular review. This vote is obtained from the reader by simply asking question
whether this review was helpful or not (Mudambi and Schuff, 2010; Pan and Zhang,
2011). Because many customer review systems rank reviews according to their
helpfulness, this concept gains additional relevance (Cao et al., 2011).
Previous research suggests that more helpful reviews are more prevalent for
top selling product and that helpfulness is a signal of other customers endorsement of
the review, which translates to a more positive attitude towards the reviewer and
product (Walther et al. 2012). Extant research also suggests that consumers perceive
extreme reviews (i.e. very negative or very positive) more useful than moderately
rated reviews (Park and Nicolau 2015). Taken together, this suggests that there will be
an interaction between review valence and helpfulness in a way that positive reviews
that are perceived more helpful will exert a more positive influence than positive
reviews that are perceived less helpful. In case of negative reviews, the pattern will be
the opposite: negative reviews with a higher level of helpfulness would have a more
negative impact compared to negative reviews with a lower level of helpfulness.
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Online purchasing decisions. In terms of online shopping, consumers are
increasingly inclined to obtain product information from reviews. Compared with the
official product information provided by the sellers, reviews are provided by other
consumers who have already purchased the product via online shopping websites
(Baek et al., 2012). Through investigating the effects of review source and product
type, Bae and Lee (2011) concluded that a review from an online community is the
most credible for consumers seeking information about an established product. Since
reviews are comments from consumers’ perspectives and often describe their
experience using the product, it is easier for other consumers to accept them, thus
assisting their decision-making process (Mudambi and Schuff, 2010)
A survey conducted by Zhong-Gang et al. (2015)reveals that nearly 60% of
consumers browse online product reviews at least once a week and 93% of whom
believe that these online reviews help them to improve the accuracy of purchase
decisions, reduce the risk of loss and affect their shopping options. When it comes to
e-consumers in commercial activities on B2B and B2C platforms, 82% of the
consumers read product reviews before making shopping choices, and 60% of them
refer to comments every week. Research shows that 93% of consumers say online
reviews will affect shopping choices, indicating that most consumers have the habit of
reading online reviews regularly and rely on the comments for their purchasing
decisions (Vimaladevi and Dhanabhakaym, 2012).
Consumer purchasing decision after reading online comments is a
psychological process combining vision and information processing. As evident from
the literature, much of the research has focused on the outcome and impact of online
reviews affecting purchasing decisions but has shed less light on the underlying
processes that influence customer perception (Sen and Lerman, 2007; Zhang et al.,
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2010; Racherla and Friske, 2013).
Online Customer Reviews (OCRs). This have become a primary source of
product information and an important influence on customers' purchase decisions.
According to a study conducted by Alwalda, A., & Lu, K. (2016) This has resulted in
a significant impact on consumer purchase decision making. The effects of OCRs on
consumer behaviour have recently gained significant academic attention. Therefore,
there is a need to provide a review on such effects. This paper, thus examines the
latest understandings in the links and relationships between OCRs and customers'
purchase intentions. It reviews the main dimensions of the OCRs and how they affect
customers' purchase intentions. It also addresses the issues of credibility, roles,
antecedents, helpfulness, measures and consequences of OCRs. In addition, a case
study has been provided in which OCRs are analyzed for a better understanding of the
relationship between OCRs and consumer's purchase intentions.
In a scale development study by Jimit Mitha (2023). customers are no longer
limited to their personal network when it comes to sharing their experiences with a
business. With just a few clicks, they can share their feedback with the entire world
through online customer reviews. While some may see this as a double-edged sword,
there's no denying the fact that customer reviews have become a crucial component in
a business's success..
Impact of Customer Reviews on Online Purchasing Decisions. Customer
reviews play a crucial role in influencing online purchasing decisions. According to a
study conducted by Hofmann et al. (2010), consumer ratings and recommendations on
the internet have a significant impact on consumers' buying behavior. The study found
that the personal expert and trade journal were the most influential sources of
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information for purchase decisions in the cell phone and hotel categories. This
highlights the importance of expert recommendations compared to online ratings.
In a scale development study by Fernandes et al. (2022), it was found that
online reviews have a significant impact on consumer purchase decisions. The study
developed a scale to understand the influence of online reviews on consumer
behavior. The findings indicated that consumers rely on reviews to evaluate product
credibility and trust, and online reviews significantly influence their online retail
shopping behavior.
Von Helversen et al. (2018). investigated the influence of consumer reviews on
online purchasing decisions in older and younger adults. The study found that
younger adults considered product attributes, average consumer ratings, and affect-
rich positive or negative reviews when making purchase decisions. In contrast, older
adults were strongly influenced by negative affect-rich reviews but did not take into
account average consumer ratings or positive reviews. This suggests that older adults
are more susceptible to negative experiences reported in reviews.
RELATED STUDIES
This study investigated the perception of online product reviews on consumers
purchasing decisions by using eye-tracking. By (Hasanat et al., 2020) In terms of
online shopping, consumers are increasingly inclined to obtain product information
from reviews. Compared with the official product information provided by the sellers,
reviews are provided by other consumers who have already purchased the product.
The research methodology involved development of a conceptual framework of
online product review and purchasing intention through the moderation role of gender
and visual attention in comments, and empirical investigation into the region of
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interest (ROI) analysis of consumers fixation during the purchase decision process
and behavioral analysis.
The popularity of online product reviews and ratings has increased
dramatically over the years. Consequently, it has become important to understand the
various ways in which online reviews impact different stakeholders, such as
consumers, businesses, platforms, and reviewers. Despite the efforts to understand the
relationship between online reviews and consumers’ purchase decisions, a surprising
omission in the existing research is the impact of new information provided in online
reviews.
The perception of customer reviews on online product purchasing has been the
subject of several studies. One study titled "The Impact of Online Reviews on
Consumers’ Purchasing Decisions: Evidence From an Eye-Tracking Study" by Tao
Chen, Premaratne Samaranayake, Xiongying Cen, Meng Qi, and Yi-Chen Lan
explores this topic (Chen et al., 2022). The study investigates the influence of online
product reviews on consumers' purchasing decisions using eye-tracking technology.
The researchers developed a conceptual framework and conducted empirical
investigations to analyze consumers' fixation during the purchase decision process
and their behavioral analysis. The results showed that consumers pay more attention
to negative comments than positive comments, especially among female consumers.
The study also found a correlation between consumers' visual browsing behavior and
their purchase intention. Furthermore, the study highlights the importance of
addressing negative comments promptly and customizing product/service information
based on consumer characteristics, including gender.
Another study by Zhang et al. (2014) examines the influence of online
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reviews on consumers' behavior. The researchers found that online reviews play a
significant role in consumers' decision-making process, helping them improve the
accuracy of purchase decisions and reduce the risk of loss. The study also reveals that
a large percentage of consumers regularly read online reviews and rely on them for
their purchasing decisions.
Furthermore, Guo et al. (2020) conducted a study on the impact of online
customer reviews on purchase likelihood. The researchers found that pleasant online
customer reviews have a higher influence on purchase likelihood compared to
unpleasant ones. The study also highlights the importance of perceived credibility and
diagnosticity of online reviews in influencing purchase decisions, particularly in the
context of unpleasant reviews.
These studies provide valuable insights into the impact of customer reviews on
online purchasing decisions and emphasize the need for businesses to pay attention to
online reviews and address negative comments to enhance the overall shopping
experience for consumers.
CHAPTER 3
RESEARCH DESIGN AND METHODOLOGY
This chapter presents the description of the research design, research locate,
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research respondents, research instruments, data gathering procedure and statistical
tools use in the analyses of the study.
Research Design
This study will employ a quantitative research design to investigate the impact
of customer reviews on the online purchasing decisions of Senior High School
Students of MSU- Balindong Community High School. Quantitative research is
chosen for its ability to provide precise, measurable data that can be statistically
analyzed to determine trends in online shopping behaviors. By using structured
questionnaires, the study aims to collect numerical data from a representative sample
of the student population.
Locale of the Study
The MSU-Balindong Community High School (MSU-BCHS) was the primary
setting of the study. It is one of the 13 External Units of Mindanao States University
located in Baranggay Tomarompong, Balindong Lanao Del Sur.
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The Mindanao State University (MSU)- Balindong Community High School
(formerly named MSU-Balindong High School) is one of the thirteen MSU-External
Units. It is located at Tomarompong, Balindong, Lanao Del Sur. It was created during
the 84th meeting last June 16, 1978, the Board of Regents by adaptation of Resolution
No. 1526, S. 1978 together with other External Units.
Its initial student population was from the absorption of both Dimakuta
Memorial School and Balindong Islamic Institute by force of the same board
resolution. The school is supervised by the Office of the Assistant Vice Chancellor for
Academic Affairs (OAVCAA). It has undergone many changes and concluded to
what it is today.
Currently, it offers both Junior High School and Senior High School. The
Senior High School Department offers two academic strands, namely General
Academic Strand and Accounting and Business Management. The school has three
buildings where the rooms are used as classroom, faculty and staff room, library and
laboratory.
The School's VGMO: Being in charge of the Mindanao State University’s
community high school branches, one of them is the MSU-Balindong, the External
Units has a goal of providing and equipping the students with the basic knowledge,
skills, and values to grow academically, socially, and economically for the total
development of a well-rounded personality.
In line with the University’s vision to be premier-supra university in
MINSUPALA region, the External Units envision academic excellence and the
development of a well-rounded person.
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Respondents of the Study
Grade 11student of MSU-Balindong Community High School will be the
respondents of the study. The researchers will conduct a survey to 85 senior high
students as cited by VanVoorhis and Morgan (2007), the reasonable sample size for
correlation and regression is no less than 50 respondents. The respondent’s response
in the study is voluntary without explanatory demands. It was also tolerated with
outmost confidentially.
Research Instruments
A specified survey questionnaire will be distributed to the respondents to
collect informations about the respondents’ Name, gender, age and Weekly
allowance. The questionnaires includes the questions regarding the Impact of
Customer Reviews on Online Purchasing decisions.
Data Gathering Procedures
The researchers first will make a letter of request addressed to the School
Principal of MSU-Balindong Community High School and the Class Advisers of the
selected random students on every Class sections of senior high students. As soon as
the permission will be granted, the researchers will conduct the specified survey
questionnaires on the Impact of Customer Reviews on Online purchasing decisions.
The questionnaires will be retrieved as soon as the respondents are done
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answering them. Datas will be tallied by the researchers, tabulated and treated using
frequency, percentage and correlation statistics.
Statistical Tool
The following statistical tools will be used in the analyses of the data of the
study:
1. Frequency and Percentage. These students’ statistical tools will be used to
describe the respondents’ profile.
Formula:
P= x 100
Where;
P- Percentage
f- Frequency
N- Number of Recipients
100- Constant
2. Weighted Mean. This will be used to determine the level of respondents who
have been impacted of online customer reviews.
Formula:
Wm =
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Where:
W= weighted value
F= frequency
N= Total number of respondents
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A modified questionnaire of "Perception of Grade 11 Students on Customer Reviews on
Online Productive Purchasing"
Survey Questionnaire
1 – STRONGLY 2 - AGREE 3 - DISAGREE 4 -STRONGLY
AGREE DISAGREE
QUESTIONS 1 2 3
1. The internet comes first in my mind when I need a certain product.
2. I often purchase products online.
3. Seeing a lot of positive quantitative feedback makes me conclude that a
product is worthy of purchase.
4. Shopping online is convenient for me.
5. I consider the number of buyers who posted negative comments on a
product.
6. I prefer to buy from online resellers than on websites.
7. I feel comfortable buying products online.
8. I compare the number of negative and positive quantitative reviews.
9. I disregard products whenever there are a lot of negative comments on
them.
10. Online shopping is not just buying products but is entertainment for
me.
11. I check quantitative reviews (comments, video reviews, posts, images,
etc.) of a product.
12. I base my buying decision on quantitative reviews.
13. Seeing a lot of positive quantitative feedback leads me to purchase a
product.
14. Every positive quantitative review accounts to my decision in
purchasing product.
15. Seeing a lot quantitative feedback on a product makes me conclude
that the claims of a product is credible.
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