The impact of online reviews on e-commerce sales in India: a case study

Ekonomska Istraživanja

卷:34

Iqbal Thonse Hawaldar¹  Mithun S. Ullal²  Virgil Popescu³  Cristi Spulbar³  Ramona Birau⁴ 

[1] College of Business Administration, Kingdom University;

[2] Department of Commerce, Manipal Academy of Higher Education;

[3] Faculty of Economics and Business Administration, University of Craiova;

[4] Faculty of Education Science, Law and Public Administration, C-tin Brancusi University of Targu Jiu;

关键词: buying decision;    price;    customer behaviour;    e-commerce portals;    self-construal;    emotion;   

DOI  :  10.1080/1331677X.2020.1865179

来源: DOAJ

【 摘 要 】

Customers can choose to buy products online without certain sensory experiences, such as touching, smelling or tasting. Consequently, product reviews are extremely important to implement online marketing strategies. While reviews can influence customers’ purchase decisions, how they affect the decisions of potential consumers in the case of a growing emerging economy such as India has hitherto not been studied. Positive and negative reviews affect the way customers understand and interpret product information. This study provides multiple methods to identify the relationship between reviews and customer decisions in the case of tier 1, tier 2 and tier 3 Indian cities. The outcomes in tier 1 cities (n = 1200) reveal that reviews have a positive effect on buying decisions. Our empirical findings suggest that online reviews affect consumer attitudes and can significantly influence e-commerce sales in India.

【 授权许可】

Unknown