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Online Review Influence on the Retail Industry: Theoretical Extension and Analysis

Author

Listed:
  • Pooja Misra

    (Birla Institute of Management Technology, India)

  • Swarnava Dutta

    (Birla Institute of Management Technology, India)

  • Debajit Kumar Bhatta

    (Birla Institute of Management Technology, India)

Abstract

The research undertaken investigates the effect of online reviews on purchase emotions of young consumers with reference to National Capital Region of India. Quantitative aspects of online reviews, like reviewer quality, reviewer exposure, product attributes, and temporal effects have been considered. Based on literature review, the S-O-R model has been further built on and constructs of A.I.S.A.S. model, i.e., attention and trust, action and share have been incorporated to evaluate buying pattern and behaviour they follow related to online review. Interestingly, when consumers read online reviews, they concentrate not only on review scores but also refer to other textual information like a reviewer's trust and the content associated with it such as various pictures and videos. It is also seen that the market responds more favourably to reviews written by reviewers with better reputations and better exposure, i.e., the influencers. The study also aims to explore the strength of the relationship between the identified independent constructs of online reviews and buying behaviour of an individual.

Suggested Citation

  • Pooja Misra & Swarnava Dutta & Debajit Kumar Bhatta, 2024. "Online Review Influence on the Retail Industry: Theoretical Extension and Analysis," International Journal of E-Business Research (IJEBR), IGI Global, vol. 20(1), pages 1-16, January.
    • Handle: RePEc:igg:jebr00:v:20:y:2024:i:1:p:1-16
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    References listed on IDEAS

    as
    1. Thakur, Rakhi, 2018. "Customer engagement and online reviews," Journal of Retailing and Consumer Services, Elsevier, vol. 41(C), pages 48-59.
    2. Rese, Alexandra & Schreiber, Stefanie & Baier, Daniel, 2014. "Technology acceptance modeling of augmented reality at the point of sale: Can surveys be replaced by an analysis of online reviews?," Journal of Retailing and Consumer Services, Elsevier, vol. 21(5), pages 869-876.
    3. Tata, Sai Vijay & Prashar, Sanjeev & Gupta, Sumeet, 2020. "An examination of the role of review valence and review source in varying consumption contexts on purchase decision," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
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