Title: “The impact of negative online reviews on product perception and purchase

intention.”

APPENDIX I

Questionnaire

I am an MBA student at Lahore School of Economics, Lahore, Pakistan. I am conducting

questionnaire survey for my dissertation in the discipline of Marketing. Purpose of this survey
is to research the role of E-marketing Orientation in Marketing Performance through
supporting and intervening factors. The data collected from respondents will be used solely for
research purposes and will be available to only those associated with the research work. Identity
of all respondents will be kept confidential.
I. Demographic Questions
Please tick mark following questions according to the options provided below:
Questions Options
▪ Male
Gender
▪ Female
▪ Unmarried
Marital Status ▪ Married
▪ Other
▪ 22- 25 years
▪ 26-35 years
Age Group
▪ 36- 45 years
▪ Above 46 years
▪ 14 years
▪ 16 years
Education
▪ 18 years
▪ More than 18 years
▪ 1-3 years
▪ 4-8 years
Work Experience
▪ 9- 12 years
▪ More than 12 years
 II. Research Questions
Please tick mark following questions according to the scale provided below:

Likert-type scales (5 point/7 point/9 point): Strongly Disagree to Strongly Agree

[1] Questionnaire

Sr. Please select the appropriate option to indicate the extent to which you agree or disagree with
each statement.
Have you ever shopped for products Yes No
1
online?
Have you ever checked online reviews Yes No
2
before purchasing a product?
3 Have you ever read a fake online review? Yes No
Which of the following review sites are Google Tripadvisor Facebook Instagram Other
4 you most likely to visit before purchase of
a product?
Word of mouth influences my decision 1 2 3 4 5
5
while buying a product.
6 I believe in online consumer reviews. 1 2 3 4 5
Negative review conceives you to avoid 1 2 3 4 5
7
business.
Negative online reviews are worth 1 2 3 4 5
8
trusting.
Negative online reviews are worth 1 2 3 4 5
9
watching.
Negative online reviews are helpful in 1 2 3 4 5
10 purchase decision.

I am likely to visit a business if the 1 2 3 4 5

11 business owner responds to negative
online reviews.
I am more likely to leave an online review 1 2 3 4 5
12 after negative experience than positive
one.
I am likely to skip a product after reading 1 2 3 4 5
13
a negative online review.
I am likely to avoid online shopping after 1 2 3 4 5
14
bad shopping experience.