The impact of online reviews on purchasing decision

Razvojem trgovine, kupcima je u današnjem vremenu dostupno sve online, kao i u fizičkim trgovinama. Online trgovina razvila se do savršenstva, te je nju za razliku od klasične prodavaonice moguće posjetiti iz udobnosti vlastitog naslonjača bez nepotrebnog trošenja vremena. Online recenzije jesu upravo jedan bitan dio online kupovanja. Prilikom bilo kakve kupovine, kupci vole i žele čuti/vidjeti komentare ostalih kupaca, bilo da se radi o načinu korištenja proizvoda, zadovoljstvu/nezadovoljstvu kupaca i sl. Pozitivne online recenzije utječu na donošenje odluke o kupovini, a isto tako i one negativne. U ovom radu može se pronaći razrada teme „Utjecaj online recenzija na donošenje odluke o kupovini“ u vidu definiranja pojmova online trgovine, recenzija, te njihova važnost u svijetu trgovine. Također, u radu je provedena analiza istraživanja na istoimenu temu.The development of trade contributed to the availability of the goods both online, as well as in regular stores. Online shopping has been perfected as much as possible and has an advantage of customers being able to shop without leaving their home. One of the most important aspects of online shopping are reviews that are available in such stores. Customers find it helpful to read such reviews, whether they give them an idea of how to use the products, or about other people's satisfaction with it, and so on. Both positive and negative reviews have an impact on customers' decisionmaking process. This paper talks about "the impact of online reviews on purchasing decision" with the intention of defining online shopping, reviews and their importance in the world of trade. Also, the research on this topic has been analyzed as a part of this paper