Abstract:
PURPOSE. The purpose of this study is to examine the consumption decision which is effected
by electronic word of mouth in online customer communities and to examine the factors which
encourage the information usefulness in online customer communities
METHADOLOGY: In this study survey method was adopted to collect the data. Web based
questionnaire was used to collect the data from the people easily available on the social sites.
Sample size of this study was 384 and sampling technique chosen was convenience sampling. To
analyze the results frequencies, regression and correlation was studied.
FINDINGS: The purpose of this study was to evaluate the motivation in adopting opinions
present on online communities. Further, the relationship between information adoption,
information usefulness, information quality in terms of relevance, timeliness, accuracy and
comprehensiveness and source expertise and trustworthiness was studied in this study. This
study is based on information adoption model which was proposed by (Sussman & Siegal, 2003)
Results indicate that information usefulness has a strong and positive influence on adoption of
information from online communities. On the web shopper gatherings are more applicable to
purchasers as the assessments and surveys are contributed by other kindred shoppers.
PRACTICAL IMPLICATION: The outcome of this research is to point out the factor which
motivates to adopt opinions present on online communities.
