Abstract
This research examines buyer perceptions of product reviews while shopping online. Adaptations of the Consumer Self-Confidence Scale and personality inventories were used to address our research objectives in an online setting. Primary data was obtained using an online data collection instrument. Using a convenience-based random sampling methodology email, social media, and texting, were used to generate participation and yielded 207 participants. The survey collected both demographic and psychographic data, followed by responses on the use of online reviews in reaching online purchase decisions, and frequency of purchase in various product categories. Based on our data we draw several conclusions of interest to both, marketing scholars and practitioners. Our findings will allow online companies to gain insight into how consumers factor in reviews posted by others in making online purchase decisions and consequently design effective marketing strategies to serve their customers. The paper concludes with avenues for future research in the area.
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