The online shopping and purchasing behavior of Millennials who rely on online reviews: A qualitative study

With the increase of online shopping and purchasing, online product reviews play an important role in consumer shopping and purchasing behaviors. This exploratory qualitative inquiry study examined how online product reviews influence the shopping and purchasing behavior of Millennials who participate in CrossFit. Findings showed online product reviews were trusted and used significantly by participants when shopping and purchasing online. This study was conducted to help marketers understand online consumer purchasing behavior, in order to satisfy the needs of the Millennial generation.