A Study on the Impact of Online Consumer Reviews on Buyers Actions Related to High-Low Involvement Products

Abstract

The growth of e-commerce and popularity of internet, more and more people are acclimated to online shopping, they opt to acquire commodities and services what they need on online. Online purchase became the major means of daily consumption. In this environment, the study of internet consumers’ buying behaviour has become the core field of consumer behaviour. A survey found that 97.7% of consumers read relevant reviews before making an online purchase. These reviews, which serve as customer feedback, have a significant influence on future consumers' purchasing intentions or behaviours. Internet reviews can therefore be a useful source of information for forecasting online shopping patterns. Additionally, the customer's perception of the risk involved with making an online purchase (how much danger they perceive there is in choosing a certain brand and how to buy it) affects their intention or choice to make a purchase.