Examining customer's intention to rely on online reviews

Sridevi, Periaswamy, Manoraj, Natrajan and Vedanthachari, Lakshmi Narasimhan ORCID logoORCID: https://orcid.org/0000-0001-8290-9936 (2022) Examining customer's intention to rely on online reviews. International Journal of Internet Marketing and Advertising, 16 (4) . pp. 369-393. ISSN 1477-5212 [Article] (doi:10.1504/IJIMA.2022.123163)

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The use of online reviews among online shoppers has increased significantly in recent years and has reduced uncertainty and risks associated with online shopping. The objective of this research is to identify the segment of online shoppers relying on online reviews. Consumers were classified based on their shopping motivation, trait and online behavior. A quantitative survey involving 375 Indian online shoppers were performed to identify and understand their reliance of online reviews. The findings show that consumer with high price consciousness, value consciousness, brand consciousness and self-esteem rely on online reviews for their online purchases. On the other side consumer who are quality conscious and having online shopping anxiety don’t rely on online review. This research adds to the growing literature on consumer information theory and validates the link between consumer shopping motivation and their informational needs.

Item Type: Article
Research Areas: A. > Business School > International Management and Innovation
Item ID: 32841
Notes on copyright: Copyright © 2022 Inderscience Enterprises Ltd
This is an Accepted Manuscript of an article published by Inderscience in International Journal of Internet Marketing and Advertising the final published version is available at: https://doi.org/10.1504/IJIMA.2022.123163
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Depositing User: Lakshmi Narasimhan Vedanthachari
Date Deposited: 19 Apr 2021 10:46
Last Modified: 14 Jun 2023 08:53
URI: https://eprints.mdx.ac.uk/id/eprint/32841

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