▶ Your Answer :
When people consider a major purchase,
various sources of information can impact on their purchasing. Some people
think that information from magazines or reviews from online communities could
impact greatly on people’s choice. However, in my opinion, recommendation from
friends has the greatest impact on consumer’s choices for two reasons.
First or all, information from magazines
and reviews from online communities are possibly advertisements. Nowadays,
there are so many methods for advertising or public relations which consumers
cannot acknowledge them. Think about your experience when you are reading
reviews about certain product. At first, reviewers introduce the product attractively
and their reviews would have made you to buy that product. But at the end of
the review, they usually write the sentence “This review is paid by the company
of this product”. In this regard, consumers who read this review will be
collapsed.
Furthermore, recommendation from friends is
very reliable information comparison to other information. This is due to the
fact that friends will introduce not only good aspects of the product but also
flaws of the product. To be specific, according to the research by Seoul
National University research team, consumers think information from their friends
is the most plausible information because consumers think that their friends
will not make advertisement. In addition, consumers feel comfortable when they
get recommendation from friends. This is because consumers do not have to find
weakness of the product which will be announced by their friends.
As a consequence, while some people think
information from magazines and reviews from online communities have the
greatest impact on their choices, on the other hand, I think recommendation
from friends has the greatest impact on consumer’s choices according to the
reasons I mentioned above.
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