Influence of Typographical Features of Online Reviews on the Consumer’s Purchase Intention

Abstract

Purpose – The study aims at investigating the dimensions of online reviews along with their typography and the influence of such dimensions on consumer purchase intention.

 Methodology– A study was conducted with a sample size of 600 respondents. The area of the study included Chandigarh, Punjab, and Haryana (India). Only online shoppers were taken as respondents for the study.

Findings – Exploratory Factor Analysis was employed and after the analysis four factors were extracted namely review reliability, review usefulness, review valence and review typography.

Practical Implications – The study is of great importance as it delivers the various dimensions associated with online reviews and textual features. The dimensions identified are cognizant for the managers and consumers as the dimensions show the significant relationship with purchase intention.