Using Focus Groups and Correspondence Analysis to Explore the Relationship Between Millennials' Online Behavior and Their Opinions of Online Reviews

Consumer decision-making regarding a purchase is usually influenced by feedback received from other people in addition to prior experiences/beliefs/attitudes and marketer dominated information. Such diverse sources of influence are collectively referred to as the influence mix (Simonson and Rosen 2014). Of the different sources in the influence mix, word-of-mouth (i.e., feedback received from other people) is one of the most impactful sources of information (Duan, Gu, and Whinston 2008). With the advent of e-tailers on the Internet, the influence of word-of-mouth communication has grown significantly in the form of online consumer reviews (Schindler ad Bickart 2012). Research has shown that online reviews significantly influence consumer purchase decisions (see, for example, Chevalier and Mayzlin 2006; Senecal and Nantel 2004). Further, according to Zhu and Zhan (2010), 24% of Internet consumers avail themselves of online reviews before buying an offering offline; additionally, the authors note that an increasing number of firms persuade consumers to spread word of their offerings online.