A research article on Importance of Online Customer Reviews on Customer Purchase

Abstract

Online product reviews have grown into a valuable source of information influencing purchases with the rise of digital and social media. Customer reviews are a type of feedback for online stores and electronic commerce. Nowadays, consumers have constant access to online product reviews because to resources like smart phones, 24x7 internet access, and other resources to access websites. This product review has developed into a well-liked and successful marketing and sales tool that influences consumer product purchase behaviour. There are many platforms, such as online retailer websites, E-Commerce websites, brand websites, brand community blogs, and third-party reviews, where consumers can participate and engage in discussions about their purchase and consumption experience. Consumer opinions may influence the overall product sales and assist a customer in making a purchase. The goal of this study was to determine whether there is a link between consumer reviews and consumer buying habits. The purpose of this study is to clarify how various internet reviews affect consumers' purchasing decisions and intents. Online customer reviews (OCRs) are now a key resource for product details and have a significant impact on consumers' purchasing decisions. The decision-making process for consumer purchases has been significantly impacted as a result. OCRs' implications on customer behaviour have recently drawn a lot of scholarly interest. Therefore, it is necessary to review these impacts. The most recent research on the connections and linkages between OCRs and client buying is thus examined in this study.