A STUDY ON CONSUMER’S BUYING BEHAVIOUR BASED ON CUSTOMERS’ ONLINE REVIEWS

Author (s) : Dr.A.Agila & Mrs.D.C.Lakshmipriya

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Abstract :
With the emergence of digital and social media, online product reviews have become a powerful source of information influencing purchase decisions. Customer reviews are a form of feedback on electronic commerce and online shopping sites. Now a days, with the availability of resources like 24X7 internet access, smart phones and other resources to access websites, consumers have a constant access to online product reviews too. There are many platforms like online retailer’s websites, E-Commerce websites, brand websites, brand community blogs, and third-party review, where consumers can participate and engage in discussions about their purchase and consumption experience, and so this product review has become a popular and effective marketing and sales tool that affect consumer product purchase behaviour. Consumer reviews may influence overall product sales and help a customer in purchasing decision. This research paper has been conducted with a perspective of finding the correlation between consumer reviews and consumer purchasing behaviour. This study aims to disentangle the effect of different online reviews on consumer’s purchasing behaviour and intentions. A five point Likert scale questionnaire is used for data collection from the sample

Keywords : Customers’ Online Reviews, Purchase decisions

Conference Date : 17/09/2021

Pages : 57

Paper ID : IESMDT55