A detailed behavioral analysis on consumer and customer changing behavior with respect to social networking sites

Vinu Sundararaj and M R Rejeesh

Journal of Retailing and Consumer Services, 2021, vol. 58, issue C

Abstract: The main purpose of the study is to analyze the changing behavior of the customers on various products by conducting a customer review. The analysis is performed in three major steps such as, calculating customer review quality, calculating behavior quality of customer and review comparison. Behavioral analysis is a kind of science which helps to study and understand the behavior of human beings. It studies the factors that influence the behavior of living beings and non-living beings on a larger aspect. A special emphasis is placed on understanding, describing, predicting and changing behavior. Understanding the behavior of individuals is a tedious job to be performed and hence to evaluate the final result, the study used Chi-Square Method. As a tool, the paper employs customer reviews to gather primary and secondary data. These reviews inform, educate and explain the benefits of using customer reviews in gathering data. It is one of the best and easiest methods to formulate the score of comparison between customer's profile and their review. Findings of the study proved that depending on the customer's profile, the quality of the product varied. Furthermore, high rates of efficiency and accuracy is observed in gathering information on the products via customer's profile and review. Study authenticates an inclusive approach to explain factors manipulating consumer awareness, observation and sensitivity on product value. A depth analysis was carried out to identify the purchase decision, brand behavior, price influence the buying behavior and opinion of the customers. However, the factors such as high quality, social media networking sites and customer's profiles had a greater impact on buying behavior of the customers.

Keywords: Customer; Reviews; Chi-square; Behavioral; Profile; Social networking sites (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (13)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:58:y:2021:i:c:s0969698920306238

DOI: 10.1016/j.jretconser.2020.102190

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