To capture users' real online shopping experiences over a 14-day period — focusing on how they interact with reviews, what trust issues they face repeatedly, and how their emotions change over time during real purchasing decisions.
| Item | Details |
|---|---|
| Type | Self-reported Diary Study |
| Tool | Google Forms (daily entry template) + WhatsApp (screenshot sharing) |
| Duration | 14 days |
| Participants | 6 users (same as interview participants) |
| Entry Frequency | Every time user shops online or browses products |
| Timeline | Feb – Mar 2025 |
| Total Entries Collected | 47 entries across 6 users |
| # | Name | Age | Occupation | Shopping Frequency |
|---|---|---|---|---|
| 1 | Mani | 24 | Software Engineer | 4–5 times/month |
| 2 | Ravi | 31 | Freelancer | 3–4 times/month |
| 3 | Teja | 22 | College Student | 2–3 times/month |
| 4 | Surya | 28 | Marketing Executive | 5–6 times/month |
| 5 | Rizwan | 35 | Small Business Owner | 3–4 times/month |
| 6 | Kirana | 26 | Teacher | 3–4 times/month |
Users were asked to fill this template every time they shopped or browsed online:
| Field | What to Record |
|---|---|
| Date & Time | When did you shop/browse? |
| Platform | Which app/website did you use? |
| Product | What product did you browse or buy? |
| Did you read reviews? | Yes / No |
| How did reviews make you feel? | Trusted / Confused / Frustrated / Suspicious / Confident |
| Did you buy the product? | Yes / No / Added to cart |
| If No, why didn't you buy? | Reason for not purchasing |
| Any frustration or confusion? | Describe what happened |
| Screenshot (optional) | Share screenshot of review/product page |
Total Entries: 9 entries in 14 days
| Day | Platform | Product | Read Reviews? | Feeling | Bought? | Notes |
|---|---|---|---|---|---|---|
| Day 1 | Amazon | USB-C Hub | Yes | Suspicious | No | "All 5-star reviews posted same week. Clearly fake campaign." |
| Day 3 | Amazon | Laptop Stand | Yes | Confused | Added to cart | "Mixed reviews — some say sturdy, some say flimsy. Can't decide." |
| Day 4 | Flipkart | Phone Tempered Glass | No | Confident | Yes | "₹150 only. Too cheap to waste time reading reviews." |
| Day 6 | Amazon | Wireless Mouse | Yes | Frustrated | No | "Top review says 'Received free product for honest review.' Closed the page." |
| Day 8 | Amazon | Laptop Stand (same) | Yes | Trusted | Yes | "Watched YouTube video + re-read reviews. Finally bought it." |
| Day 9 | Myntra | T-shirt | No | Confident | Yes | "Clothing — I check images, not reviews." |
| Day 11 | Amazon | Webcam | Yes | Suspicious | No | "200 reviews but all generic. 'Good quality, fast delivery.' No real details." |
| Day 12 | Amazon | Webcam (different brand) | Yes | Trusted | Yes | "Found one with photo reviews showing actual video quality. Convinced me." |
| Day 14 | Flipkart | Extension Board | Yes | Frustrated | Added to cart | "One review says 'Caught fire after 2 months.' Scary. But only 1 person said it." |
| Insight | Detail |
|---|---|
| Reviews skipped for low-cost items | Below ₹200, he doesn't bother reading reviews |
| External validation pattern | Needed YouTube video to finalize laptop stand purchase (Day 3 → Day 8 = 5 days to decide) |
| Incentivized reviews = instant rejection | Closed page immediately after seeing "free product" disclosure |
| Photo reviews build trust | Webcam purchase happened because of photo reviews |
| Safety concerns create anxiety | Extension board "fire" review caused hesitation even though only 1 person reported it |