INFLUENCE OF ONLINE REVIEWS ON CONSUMER GOODS PURCHASE INTENT

Harikumar Pallathadka, Laxmi Kirana Pallathadka*
Page No. 48-55

Online consumer evaluations, product and service suggestions, and friend judgments all play an unquestionably important role in the dynamic engagement of the customer. The goals, capabilities, and attributes of the various web-based item survey and proposal stages vary. Online consumer reviews (OCRs) have evolved into an essential component of the client's social experience when shopping on the internet. Regardless, understanding the Influence of social support in OCRs on shopper behavior is doubtful. To date, the literature has given less attention to these phases' employment qualities as a factor in customer reception and inclination. Given the importance of client-created material on business deals and productivity, business associations have made monitoring and responding to client audits a major administrative test and a substantial ongoing administration worry. To successfully respond to client audits, firms must distinguish buyer survey stages, appreciate their characteristics, and continually assess their impact on customer purchasing decisions. The review reveals that OCRs are a viable advertising tool that significantly impacts customer behavior. A sample of 201 online shoppers was surveyed to know the impact of online reviews on their purchase intentions. A Chi-square test was applied to reach results. It is found that there is a significant difference between different age groups and their influence level for online reviews and purchase intention.
Keywords: Online Reviews, Consumer, Purchase, Influence