Today's consumer is smarter than yesterday's consumer, and with the technology available to make educated purchasing decisions efficiently and quickly, Web-savvy buyers are making the most of the tools they have at their disposal. Online reviews are permeating the web in all shapes and sizes, from reviews of a local pizza shop to posted commentary on a new piece of software. Consumer-generated content is the new word-of-mouth advertising, and its increase in popularity is attributable to the simplicity with which reviews can be posted on virtually anything.
In today's connected world, business hours don't exist, and consumers seem to have less free time. Maximizing the time they do have is important, and more consumers are looking to the Web to find that trusted merchant for that item or service.
However, risks can be associated with this new dynamic in purchasing behavior for the consumer and the merchant. For merchants, when a qualified consumer is looking for the best and most trusted vendor of a particular product, reviews can be skewed. The very nature of consumer-generated content on the Web suggests that in some circumstances, unknowing merchants are at an enormous disadvantage.
For consumers, non-authentic reviews can be misleading. Consumers can be swayed by an overwhelmingly positive review and select a merchant based on that alone, potentially overlooking a trusted, reputable merchant.
