[[alternative]]The Moderating Effects of Brand Loyalty on The Relationship Between Online Customer Reviews and Purchase Decision and Mediating Effects of Brand Switching on Between Price and Purchase Decision

[[abstract]] 技術的快速發展導致消費者行為的多樣性。企業面臨更大的競爭挑戰。諸如價格之類的傳統因素或諸如客戶在線評論之類的新因素也影響消費者購買決策。為了創造可持續的銷售增長，企業需要注意建立客戶忠誠度並降低客戶轉換為新品牌的比例。本研究將這些因素納入擬議的模型中，以評估其關係。通過SPSS 22版本的在線調查和數據分析進行數據收集的研究。研究適用於一般企業和特別是營銷人員。[[abstract]] The rapid development of technology leads to diversity in consumer behavior. Businesses face greater competition challenge. Traditional factor such as price, or new factor such as customer online reviews, also affect consumer purchasing decisions. In order to create sustainable sales growth, businesses need to pay attention to build customer loyalty and reduce the percentage of customers switching to a new brand. This study incorporates these factors into the proposed model to assess their relationship. Research using data collection through online surveys and data analysis on SPSS version 22. Research is meant for businesses in general and marketers in particularly