INFLUENCE OF ONLINE REVIEWS ON ONLINE SHOPPING CONTINUANCE

INFLUENCE OF ONLINE REVIEWS ON ONLINE SHOPPING CONTINUANCE
Author(s):
VIGNESHWARAN S, SHARUKA S, CHRISTOPHER RAJKUMAR
Keywords:
Online Customer Review (OCR), Perceived Usefulness of OCR, Volume of OCR, Credibility, Brand Image, Contextual Images
Abstract
Electronic commerce has helped customers to buy products within the comfort of their homes. Online businesses continuously struggle as the re-purchase intention of customers becomes a cause of the interplay of various factors. Numerous studies have looked into how internet product reviews affect buying decisions. This research examines consumer perceptions of customers with regard to the usefulness, credibility, volume, brand image and contextual images of online customer reviews (OCR) appearing on online shopping websites. Empirical data was collected from 163 customers and the study reveals that OCR Perceived Usefulness, OCR Credibility, Volume of OCR, Brand Image and Contextual Images has a positive impact on Customer satisfaction and Customer intention towards shopping continuance.
Article Details
Unique Paper ID: 157897 Publication Volume & Issue: Volume 9, Issue 8 Page(s): 885 - 893
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