Monash University

Embargoed and Restricted Access

Reason: Under embargo until February 2024. After this date a copy can be supplied under Section 51(2) of the Australian Copyright Act 1968 by submitting a document delivery request through your library.

An Empirical Study of the Influence of Online Review Content on Consumer Decisions

posted on 2023-02-06, 06:33 authored by AAKASH MAYUR KUMAR SHAH
This thesis examines the influence of online reviews using hierarchical Bayesian modelling methods at an individual level, providing insights into how consumers read online reviews and how reviews influence their purchase decisions. Across three studies, this research shows that consumers read reviews across many sessions before making a purchase and that prior exposure to reviews affects review consumption in subsequent sessions. The findings will allow marketers to determine the persuasiveness of reviews and, as such, display potentially more influential or useful reviews early on, enabling them to improve customer engagement on their websites and, as a result, conversion rates.


Campus location


Principal supervisor

Stanislav Stakhovych

Additional supervisor 1

Peter Danaher

Year of Award


Department, School or Centre



Doctor of Philosophy

Degree Type



Faculty of Business and Economics