IMPACT OF ONLINE REVIEWS ON PURCHASE INTENTION IN ONLINE SHOPPING IN PAKISTAN

Abstract

Purpose The purpose ofthis study is to put together the conceptualization of Purchase intention and can it being influenced by online reviews, also to develop and empirically test a model Methodology & Design This study is conducted to examine the impact of online reviews on purchase intention. Data was collect from more than 350 individuals through an effective research method ofonline survey. The questionnaire was designed to test the hypothesis. Findings The findings of this research shows that Online reviews are an important aspect that plays an important part in developing a purchase intent towards a particular product, Also in this study four constructs of online reviews (Review Valence, Reviewer Expertise, Review Quantity & Website reputation) have been analyzed using spss, results concluded that only Review Valence & Website Reputation significantly influence purchase intention, whereas others did not find to be significant Limitations this study only concentrated on few components of online reviews such as review valence, reviewer expertise, and review quantity & website reputation. Other elements connected to the reviews and the review readers have not been discovered future study may include other reviewers, significant elements. It will be valuable for sellers and experts to empirically study diverse info channels to enhance their advertising efforts & alter the capitals distribution effectively. SPSS was used in this study excluding for this other software’s could be used to examine the outcomes. Budget restrains was also an additional element due to which statistics gathering could be more strong and precise and we might target larger population. Recommendations The expectations of buyers to generate impactful should hold the accountability for the service quality and product quality of private suppliers. Online shopping platforms can also likely to do well by working on three aspects discussed in this study and can convey their philosophies and highlights to their core competency by creating valuable brand image and positive online reviews in the mind of potential consumers that influence the buying behavior ofthe customers while making the online shopping