Online Reviews in the Purchase Decision Made by Parents or Legal Guardians on Digital Platforms

Cléia Vaz; Sarah de Oliveira Silva dos Santos

DOI: 10.22167/2675-6528-202602783

Article derived from a Final Course Work (TCC), with content based on the student’s original work and adapted to the editorial format of the E&S Magazine with the support of the ResumeAI tool, an artificial intelligence solution developed by Instituto Pecege for textual synthesis and organization.

Abstract

With the advancement of digital technologies and the consolidation of e-commerce, online reviews have assumed a central role in the purchase decision process, especially in the context of family consumption. This study aimed to analyze the influence of online reviews on the purchase decision of parents or legal guardians, identifying how comments, ratings, and experiences shared on digital platforms impacted the behavior and purchase intention of this audience. The research was characterized as descriptive, with a quantitative approach, and used the survey method for data collection. A structured online questionnaire was applied to parents or legal guardians who made purchases online, totaling 110 valid respondents. The data were analyzed by descriptive statistics. The results indicated a high frequency of consultation of online reviews before purchase, with greater credibility attributed to detailed, recent reviews accompanied by visual evidence. Negative reviews influenced purchase abandonment, while positive ones contributed to increased confidence and purchase intention. Online reviews exerted a decisive influence on the decision-making process, configuring themselves as a strategic element in digital consumption.

Keywords: Digital environment; online assessment; family consumption; purchase decision.

1. Introduction

The growth of e-commerce has redefined how consumers search, evaluate, and select products and services in the digital environment. In this context, online reviews have assumed a relevant role in the purchase decision process, by providing comments, star ratings, images, and accounts of experiences from other users. This set of information has significantly expanded the resources available before purchase, influencing how consumers evaluate products, services, and sellers.

In this context, online consumption has become increasingly driven by criteria of trust and credibility. The expansion of the digital environment has broadened access to information and strengthened the consumer’s decision-making power, making them more critical and demanding (Kotler and Keller, 2016). This transformation is even more evident in the absence of physical contact with the product, which increases the need for reliable information in the purchasing process. The opinions of other consumers act as an important signal of credibility, contributing to the reduction of perceived risk in purchases made in virtual environments (Solomon, 2018).

The purchase decision is, therefore, strongly influenced by information shared by other users on digital platforms. Silva and Paula (2023) highlight that the quantity of reviews, the number of stars, and the presence of detailed comments directly impact purchase intention. The presence of images or videos in reviews also proves relevant, providing visual evidence that increases consumer confidence in the product or service offered. On the other hand, unfavorable comments can significantly impact decision-making, leading the consumer to abandon the purchase or seek safer alternatives, reinforcing the importance of online reviews as a risk reduction mechanism (Menegatti et al., 2017).

When consumption is analyzed in the family context, the decision-making process becomes even more complex. Consumer behavior is influenced by social and family roles, in which individuals assume different functions in the purchasing process, such as initiators, influencers, and buyers (Engel, Blackwell, and Miniard, 2000; Solomon, 2018). In this context, parents or legal guardians tend to adopt more rigorous criteria in the evaluation of products and services, seeking to minimize risks and ensure choices that are safe and adequate to the family’s needs.

Despite the relevance of this audience, studies that specifically analyze the influence of online reviews on the purchasing decisions of parents or legal guardians are still limited, highlighting a gap in the literature and the need for more in-depth investigations on the topic. Given this scenario, the present work aims to analyze the influence of online reviews on the purchasing decisions made by parents or legal guardians on digital platforms, seeking to identify how comments, ratings, and shared experiences interfere with the behavior of this audience, as well as to understand how this information impacts purchase intention.

2. Material and Methods

The present research was characterized as a descriptive study, with a quantitative approach, using a field survey of the type

study

for data collection. The descriptive research aimed to describe the characteristics of a given phenomenon and establish relationships between variables (Gil, 2017). In this sense, it sought to analyze the behavior of parents or legal guardians in the face of online evaluations and how these elements influenced the purchase decision in the digital environment, without the intention of interfering with or manipulating the observed variables.

The quantitative approach involved the collection of numerical data, which were analyzed through statistical procedures, allowing for the objective measurement of the phenomena studied (Gil, 2017). The unit of analysis consisted of parents or legal guardians who made purchases over the internet. The sample was non-probabilistic, by convenience, and consisted of 110 valid respondents, selected based on the criterion of being parents or legal guardians and making online purchases.

The data collection instrument consisted of a structured questionnaire, developed based on a theoretical review of digital consumer behavior and online reviews in the purchase decision process. The questionnaire construction was based on the studies by Solomon (2018), Kotler and Keller (2016), Silva and Paula (2023), and Menegatti et al. (2017), which addressed topics such as social references, perceived risk reduction, consumer empowerment, and the influence of different types of reviews on purchase intention.

The questionnaire items were organized into thematic blocks to cover the relevant aspects of the study. These blocks included the respondent’s profile, the use of online reviews, the trust and credibility attributed to the reviews, the impact of positive and negative reviews, and the overall influence of reviews on purchasing decisions. This organization aimed to ensure methodological coherence and the validity of the instrument.

Before the definitive application, a pre-test was conducted with five participants who had a profile similar to the main sample, that is, parents or legal guardians who made purchases online. The participants were selected for convenience and responded to the instrument online. The pre-test aimed to verify the clarity of the questions, the adequacy of the language, and the average response time, which was approximately ten minutes, in addition to identifying possible ambiguities.

From this stage onwards, no significant difficulties were identified that compromised the understanding of the instrument, with only minor wording adjustments made for greater clarity. Thus, the questionnaire was considered adequate for application to the main sample. The final instrument was made available in its entirety in Appendix 01 of the original work.

The main data collection was carried out online, through the Google Forms platform, from February 2nd to 6th, 2025. The questionnaire link was disseminated through instant messaging applications, such as WhatsApp, and social networks, such as Facebook. At the end of the process, 110 valid responses were obtained, which comprised the final sample of the study.

The data collected, through structured responses, were organized and tabulated. Data analysis was performed using descriptive statistics, employing absolute and relative frequencies. The organization of results into graphs was generated by the Google Forms platform itself, facilitating the identification of patterns and trends related to the investigated variables.

Regarding ethical considerations, this study was not submitted to the Research Ethics Committee, as it falls under the provisions of Resolution No. 510, of April 7, 2016, of the National Health Council. Research that used questionnaires with unidentified participants, without direct intervention and without risks to the integrity of the respondents, were exempted from ethical review. The anonymity, confidentiality of information, and voluntary participation of respondents were ensured during all stages of the research.

3. Results and Discussion

The research results revealed the significant influence of online reviews on the purchasing decision process of parents or legal guardians on digital platforms, confirming the central role these elements play in the current consumption environment. The data analysis, collected through a structured questionnaire applied to 110 valid respondents, allowed for the identification of behavioral patterns and perceptions that corroborate the literature on the subject, while also highlighting particularities of family consumption. The investigation explored the frequency of use of reviews, the credibility attributed to them, and the impact of positive and negative comments on purchase intention, providing a comprehensive understanding of the phenomenon.

The research began with the characterization of the respondents’ profile and their familiarity with e-commerce. The sample, predominantly composed of mothers, reflected the trend observed in studies on family consumption, which point to greater female participation in purchasing decisions, as discussed by Engel, Blackwell, and Miniard (2000). Regarding the frequency of online purchases, it was found that the majority of participants made purchases regularly, with 46% buying frequently and 29% always, totaling 75% of respondents with a high degree of familiarity with the digital environment. This data is crucial for understanding subsequent behavior regarding reviews.

This high degree of familiarity with e-commerce suggests that more experienced consumers tend to use available information more strategically, including online reviews, to support their purchasing decisions. Kotler and Keller (2016) emphasize that connectivity and access to information empower consumers, making them more demanding and critical. Thus, experience in the digital environment not only facilitates the purchase but also shapes how reviews are interpreted and incorporated into the decision-making process, indicating that the use of online reviews is not an isolated event but an integral part of the digital purchase journey.

Online Review Consultation Habits

The results showed that consulting online reviews is a widespread practice among parents or legal guardians. A significant portion of respondents stated they always (63%) or frequently (22%) read comments before making a purchase, totaling 85% who consult reviews with high regularity. Only 1% claimed to never read reviews, and 2% rarely. This behavior reinforces Solomon’s (2018) perspective, which highlights the function of other consumers’ reviews as social references and an important sign of credibility, contributing to the reduction of perceived risk in virtual purchases.

In the context of family consumption, this practice of regular consultation assumes even greater relevance, given the responsibility associated with consumption decisions involving third parties, such as children. The search for detailed information and social validation through online reviews are mechanisms that caregivers use to minimize risks and ensure choices that are safe and adequate for the family’s needs. The joint analysis of consultation frequency and the importance attributed to reviews revealed a reinforcing relationship, where the greater the exposure to reviews, the greater their influence on the final decision-making process.

This interdependence between the frequency of consultation and perceived importance indicates that information-seeking behavior not only precedes the purchase decision but also plays an active role in building consumer trust in the digital environment. Constant exposure to different types of reviews allows parents or legal guardians to develop a keen critical sense, discerning which information is more reliable and relevant for their choices, which is fundamental in an increasingly complex and digitized consumption scenario.

Trust and credibility of evaluations

The credibility of online reviews was a determining factor in the respondents’ purchasing decision. The data indicated that detailed, recent reviews accompanied by images or videos were perceived as the most reliable. Specifically, 46% of participants fully agreed and 41% agreed that detailed reviews convey more credibility, totaling 87% agreement. Only 3% disagreed and 10% neither agreed nor disagreed. This finding is in line with Silva and Paula (2023), who emphasize the importance of the informational quality of reviews, especially the presence of details and visual evidence, to increase the perception of authenticity.

The presence of visual elements, such as photos and videos, in online reviews has proven particularly relevant, as it provides concrete evidence that increases consumer confidence in the offered product or service. This perception of authenticity is crucial for parents and legal guardians, who seek to minimize uncertainties when purchasing products for the family. Trust not only acts as an intermediate factor but as an element directly associated with purchasing behavior, influencing the conversion of intention into effective acquisition, especially when greater credibility is attributed to the information.

The intersection between trust in reviews and purchase decision showed that individuals who attributed greater credibility to detailed reviews with visual evidence presented a higher propensity to make their purchases based on this information. This demonstrates that the quality and format of reviews are crucial for building trust, which, in turn, directly impacts the purchase decision. The perception that reviews are authentic and complete reduces perceived risk, a fundamental aspect for consumers in the digital environment, as pointed out by Solomon (2018).

Impact of positive and negative reviews on purchase decision

The research results demonstrated that negative reviews exert a particularly strong influence on the purchase decision. An overwhelming majority of respondents, 94%, stated they had already abandoned a purchase after reading unfavorable comments. This behavior highlights a predominance of risk aversion, a well-documented phenomenon in the literature and discussed by Menegatti et al. (2017). In the context of family consumption, this effect is even more pronounced, as mistaken decisions can impact not only the consumer but also their dependents, intensifying caution and the search for security.

Furthermore, it was observed that respondents who consult reviews more frequently also demonstrated greater sensitivity to negative reviews. This suggests that intensive use of this information enhances the consumer’s ability to identify and avoid risks, making them more likely to abandon a purchase when faced with unfavorable feedback. The search for another product, brand, or seller is a common response when encountering many negative reviews, reinforcing the role of reviews as a filtering and protection mechanism against unsatisfactory choices.

On the other hand, positive reviews also exerted a significant influence, stimulating purchases. Approximately 86% of participants stated they had already made a purchase, mainly influenced by positive reviews. This data indicates that favorable reviews contribute to increased confidence and purchase intention, especially among those who attribute high importance to online reviews. However, the comparison between the impact of positive and negative reviews suggests that unfavorable reviews carry more weight in the decision-making process, reinforcing the idea that consumers tend to avoid losses more than seek gains, a fundamental principle of consumer behavior.

Online reviews as a determining factor of the final decision

The data analysis indicated that online reviews are perceived as a determining or highly relevant factor in the final purchase decision. A significant portion of respondents, 51%, fully agreed and 27% agreed that online reviews are determinants for their final purchase decision, totaling 78% agreement. Only 1% fully disagreed and 7% disagreed, while 14% neither agreed nor disagreed. This result underscores the strategic importance of reviews in the digital environment, positioning them not just as informational complements, but as a structuring element of the decision-making process.

When relating this finding to the frequency of online purchases, it was found that consumers most active in e-commerce showed a greater dependence on reviews as decision support. This behavior reinforces the argument of Kotler and Keller (2016), who indicate that the increase in digital experience is associated with a more strategic use of available information. Connectivity and access to information have amplified consumer power, making online reviews one of the main influencing factors in purchasing decisions, as also pointed out by Solomon (2018).

In this way, online reviews act not only as an informational supplement but as a structuring element of the decision-making process, influencing both the perception of product or service quality and the choice of seller. They provide a mechanism for social validation and risk mitigation, especially in purchases involving greater responsibility, such as those made by parents or legal guardians. The perception that reviews are decisive reflects the trust placed in the experience of other consumers, which becomes an essential guide in a purchasing environment without direct physical contact with the product.

In summary, the results of this research show that online reviews exert a significant and structuring influence on the purchasing behavior of parents or legal guardians. They act not only as a source of information but as a central mechanism for risk reduction and trust building, with their influence being enhanced by the consumer’s experience in the digital environment, the frequency of consulting reviews, and the perception of information credibility. The predominance of the influence of negative reviews is highlighted, revealing a risk-averse behavior, intensifying consumer caution in the family context, where decisions involve responsibilities related to the well-being of third parties.

4. Conclusion

This study sought to analyze the influence of online reviews on the purchasing decision of parents or legal guardians on digital platforms, identifying how comments, ratings, and shared experiences impact the behavior and purchase intention of this audience. It was found that consulting online reviews is a widespread practice, with a high frequency of reading before acquisition. Greater credibility was attributed to detailed, recent reviews accompanied by visual evidence, which proved decisive in building trust. It was observed that negative reviews exerted a preponderant influence, leading to the abandonment of purchases in most cases, which evidences risk-averse behavior, intensified in the context of family consumption. On the other hand, positive reviews contributed significantly to increased trust and purchase intention. In summary, online reviews are configured as a structuring element in the decision-making process, acting as a central mechanism for risk reduction and trust building, whose influence is potentiated by the consumer’s experience in the digital environment and by the frequency of consultation. The main theoretical contribution lies in broadening the understanding of family consumer behavior, revealing more cautious decision-making patterns. In the practical field, the importance of strategic management of online reviews is highlighted, especially regarding the quality of information and the handling of negative feedback.

However, the study presented limitations arising from the use of a non-probabilistic convenience sample, which restricts the generalization of the results. Additionally, the exclusively quantitative approach limited the depth of understanding of certain phenomena. For future research, it is recommended to broaden the scope of the sample and adopt qualitative or mixed approaches, in order to deepen the investigation into the factors that influence consumer behavior in the digital environment, exploring the nuances of the motivations and perceptions that shape the purchasing decision of parents or legal guardians.

Bibliographic References

ENGEL, James F.; BLACKWELL, Roger D.; MINIARD, Paul W. 2000. Comportamento do consumidor. 8. ed. LTC, Rio de Janeiro, RJ, Brasil.

GIL, Antonio Carlos. 2017. Métodos e técnicas de pesquisa social. 7. ed. Atlas, São Paulo, SP, Brasil.

KOTLER, Philip; KELLER, Kevin Lane. 2016. Administração de marketing. 15. ed. Pearson Education do Brasil, São Paulo, SP, Brasil.

MENEGATTI, Fernanda B.; SOUZA, Maria J. B.; SILVA, Renato C. 2017. O impacto das avaliações online no comportamento do consumidor no comércio eletrônico. Revista Brasileira de Marketing 16 (4): 512-528.

SILVA, Sarah de Oliveira; PAULA, Tatiane Aparecida de. 2023. A influência das avaliações online na decisão de compra do consumidor digital. Revista de Administração, Sociedade e Inovação 9 (2): 45-62.

SOLOMON, Michael R. 2018. O comportamento do consumidor: comprando, possuindo e sendo. 12. ed. Bookman, Porto Alegre, RS, Brasil.

Article originating from the Final Course Work of Specialization in Digital Business from the MBA USP/Esalq

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