Examining customer's intention to rely on online reviews

Article


Sridevi, P., Manoraj, N. and Vedanthachari, L. 2022. Examining customer's intention to rely on online reviews. International Journal of Internet Marketing and Advertising. 16 (4), pp. 369-393. https://doi.org/10.1504/IJIMA.2022.123163
TypeArticle
TitleExamining customer's intention to rely on online reviews
AuthorsSridevi, P., Manoraj, N. and Vedanthachari, L.
Abstract

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.

PublisherInderscience
JournalInternational Journal of Internet Marketing and Advertising
ISSN1477-5212
Electronic1741-8100
Publication dates
Online20 May 2022
Publication process dates
Deposited19 Apr 2021
Accepted31 Dec 2020
Output statusPublished
Accepted author manuscript
Copyright Statement

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

Digital Object Identifier (DOI)https://doi.org/10.1504/IJIMA.2022.123163
LanguageEnglish
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