Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE credits
Abstract
Date: [2025-06-03]
Level: Master thesis in Business Administration, 15 cr
Institution: School of Business, Society and Engineering, Mälardalens university
Authors: Riham Al Qadi Warda Jama Hussein
Title: The impact of online reviews on the purchase intention: comparing generation Z and millennials.
Supervisor: Ulf Andersson
Keywords: eWOM, purchase intention, Generation Z, Millennials
Research
question: What is the impact of online reviews on the purchase intention, and
How does this differ between Generation Z and Millennials in Sweden?
Purpose: The purpose of this study is to gain a deeper understanding on how online reviews shape the consumers purchase behavior. The aim is to examine the similarities and differences between Generation Z and Millennials, to be able to understand how online reviews affect the different age groups' purchase intention.
Method: A quantitative research is implemented to collect data through a survey to gain knowledge about the impact of online reviews on the purchase intention and how this differs between Generation Z and Millennials.
Conclusion: This study concludes that online reviews significantly impact purchase intention among Generation Z and Millennials although in different ways. While both value information quality, credibility, usefulness and adoption. Millennials seemed to value all the elements besides usefulness at a significantly higher degree. Usefulness was the only variable that did not show any significant difference between the generations.
2025. , p. 51