Abstract
In addition to helping evaluate choices, information is sometimes too abundant, causing confusion for consumers to make choices. Many experts believe that in such a situation, consumers will rely on the experiences of others. Consumers’ reviews and ratings are examples of such experiences. However, it is still not clear how these two influence consumer choice. This study intends to investigate the effect of consumer reviews and ratings on the repurchase intention of Scarlet Whitening. Recruiting 100 actual consumers as respondents, data analysis with multiple linear regression shows that consumer ratings and reviews have a positive effect on the intention to repurchase Scarlet Whitening. This study can not explain the effect of those two independent variables on the choice of potential consumers. Further research could examine this issue. TURNITIN
Sign-in/Register to access full text options 
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
