REVIEW CONSENSUS EFFECTS ON E-WOM AND CONSUMER GOODS E-PURCHASE SATISFACTION: EVIDENCE FROM VIETNAM

The analysis of the consumers shopping online play a substantial role in forming the intentions of purchasing others. The digital platforms are progressing day in, and day out, providing the chance to the customers to share and state their opinions, views, and opinions. Simultaneously, it is developing a strong means of marketing recognized as electronic word of mouth (e-WOM) which has gotten an essential source to gather the details concerning products for the consumers. Review consensus provides comprehensiveness to e-WOM Single or limited reviews fail to give a complete picture to the eWOM, thus, to permit customers to make a proper decision, multiple studies with similarities amongst them are needed In the current survey, 328 online customers have been chosen by a standard questionnaire designated on a five-step interval scale. Multiple regression and Mean score have been employed to analyze the data. The data analysis was performed utilizing SPSS 20.0 (Statistical Package for Social Sciences). Based on the results acquired, it was discovered that the majority of the review consensus aspects' own a favorable effect on e-WOM and E-Purchase Satisfaction for consumer goods. It was found from the study that the variables such as extended reviews are always better for review consensus if it is found positive reviews, even if there is a consensus, they can be considered to be biased, and Higher review consensus can only be achieved when we explore multiple sources of reviews are the most significant concerning the buyer's interaction towards reviews. However, at the same time, the purchase is influenced by E-WOM; review consensus depends upon the purpose of purchasing the product.