Abstract:

In the contemporary market, the consumers exhibit rational buying behaviour towards their purchases as they have access to a huge library of online reviews. Off late, it has been observed that digital transformation has a major impact on the way the businesses are run. This has also resulted in the changes in consumers’ buying behaviour as many of them have started buying the products online. However, the consumers face lot of difficulties in online purchases due to limited information about the products. This can be addressed through online customer reviews as it provides the precise information about the product’s features, its utility and the resultant value for money. The online customer reviews about products/ services are treated as electronic word of mouth (e-WOM) which facilitates changes in consumers’ attitude and in turn their future purchase decisions. The present study laments on the significance of online reviews, its impact on the consumers’ buying intentions, types of reviews used by them for making an informed buying decision and their attitude towards writing such reviews. The findings of the study emphasizes on the importance, trustworthiness and the utility of online product reviews as the influencer on the consumers’ buying decisions

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