The two main reasons are the following: First, the customer either has made a very positive experience with the vendor and he would like to recommend this publicly, by pronouncing an extensive praise on one or even several review sites. On the other hand it may be that the customer has made such a negative experience with a provider that he would like to warn other consumers against the brand. This means that the thought of revenge also plays a significant role in online shopping.
Following this study, conducted among 4,900 consumers in France, the United Kingdom and Germany, the IIN highlights the major influence of the Internet and constant compared to traditional media (Constantinides et al. 2010, p. 191). In all three countries surveyed, the online shopping was evident to be influenced by the online customer reviews. Customers articulate very affirmative contentment related to making use of of the Internet for approximately eighty-one percent of French respondents, this technology is supposed as the best one to save time and fifty percent believe that the Internet assists to formulate good purchase choices through online reviews (Constantinides et al. 2010, p. 191).
However, some concerns remain associated with the Internet, only 42% of Internet users believe that it is quite safe to buy or sell on the internet and, surprisingly enough, only 28% of French consumers have confidence in the information provided by companies on the internet, however, these consumers were relying more on the online reviews posted by different customers regarding the experience of using a particular product or service (Chan & Li 2010, p.1036).