The Impact of Online Consumer Reviews and Opinions on the Consumer Purchasing Behaviour in Restaurants industry in Saudi Arabia

Abstract

Since the early 2000s, the Internet has played a major role in shopping industry and the growing number of e-commerce websites which brought global consumers together providing them pleasant and easier online shopping experience. However, this major change of shopping behaviour has developed many ways to help customers make purchasing decision, such as online consumer reviews (OCRs). This thesis looks at the perceptions and attitudes toward OCRs in consumers in the Kingdom of Saudi Arabia (KSA) and aims to understand the impact of OCRs on their purchasing decision in restaurant industry. Considering the significant role of OCRs consumer behaviour, this thesis finds it appropriate to draw attention to their huge impact and raise the awareness of both consumers and businesses about the OCRs. The study drew on the extensive literature review in the domain under study. In addition, the data analysis in the current study resulted in significant findings which may add to the knowledge of both businesses and consumers in KSA. The study employed a quantitative descriptive research design with the sample being determined via an optional method, whereby the researcher's experience was relied on in this field to determine the percentage of the sample individuals from all classes of the study population. The study a considerably large total sample of participants 617, both male and female to ensure the honesty and consistency of the results. Finally, the study’s implications encourage restaurants to take OCRs into consideration due to its important role in the Saudi consumer behaviour.