The impact of online reviews on ecommerce sales in India: a case study

Mr. Mithun, S Ullal and Dr. Iqbal Hawaldar, Thonse and ramona, birau The impact of online reviews on ecommerce sales in India: a case study. Ekonomska Istrazivanja, 34 (1). pp. 1-16. ISSN 1331677X

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Abstract

ABSTRACT 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 ¼ 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.

Item Type: Article
Uncontrolled Keywords: Buying decisionpricecustomer behavioure-commerce portalsself-construalemotion
Subjects: Departments at MU > Commerce
Depositing User: department of Commerce
Date Deposited: 06 Jan 2022 03:57
Last Modified: 06 Jan 2022 03:57
URI: http://eprints.manipal.edu/id/eprint/158032

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