Online transactions have been growing exponentially in the last decade, contributing to up to

11% of total retail sales. One of the parameters of success in online transactions are online

reviews where customers have the chance to assign level of satisfaction regarding their

purchase. This review system acts as a bargaining power for customers so that their

suppliers pay more attention to their satisfaction, as well as benchmark for future prospective

customers. This research digs into what actually causes customers to assign high level of

satisfaction in their online purchase experience: Whether it is packaging, delivery time or

else. This research also tries to dig into customer behaviour related to online reviews from

three different perspectives: gender, culture and economic structure. Data mining

methodology is used to collect and analyse the data, thus providing a reliable quantitative

study. The end result of this study is expected to assist in marketing decisions to capture

certain types of consumers who significantly place or purchasing decision based on online

reviews.