Abstract:
Purpose
The purpose ofthe study is to explore the influence of e-WOM, attribute and benefit reviews,
on the purchase decision of consumers. The study focuses on the theoretical insights of
reviews and eWOM on the high involvement products in the Pakistani consumer market.
Methodology & Design
This study used primary approach to gather data. The author utilized the experimental
approach to conduct the study. Participants were provided with attribute-centric and benefit centric reviews before the responses were taken. The responses were processed through
SPSS to interpret the data.
Findings
It is found that the impact of attribute centric reviews hold more significant impact on the
consumer purchase behavior as compared to benefit centric reviews. Furthermore, it is found
that both attribute centric and benefit centric reviews relate with the buying decision.
Limitations
The existing research is limited to the consumer electronics segment in Pakistan. Moreover,
the approach is used is experimental. As a result, this research methodology has gathered
responses from limited people.
Recommendations
The future researchers are recommended to conduct the research under the same conceptual
model, focusing on fashion retail sector of Pakistan. The future researchers should use
observational research approach to gather findings from a different and holistic perspective.
