IMPACT OF CONSUMER REVIEWS ON BUYING DECISION

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.