Influence of Review Quality, Review Quantity and Review Credibility on Purchase Intention in context of High Involvement Products

Lokesh Arora, Bhuvanesh Kumar Sharma Mail


In the present digital era, rapid advancement of technology has emerged new way of communication and information such as eWOM. Electronic Word of Mouth (eWOM) is an extension of traditional WOM. The main purpose of this study is to examine the influence of Review Quality, Review Credibility and Review Quantity on Purchase Intention of High Involvement products. After an intense review of Literature, a research gap has been identified by the researcher. Most of the studies are available on the Influence of eWOM on purchase intention of Low Involvement products. In the field of Influence of eWOM on purchase Intention of High involvement products, very few studies are available. Hence, this research bridge the gap through identifying the influence of eWOM characteristics on High involvement products purchase intention.

 This paper seeks to contribute to the debate of Influence of review quality, review quantity and review credibility on purchase intention of High Involvement products. The target samples of this study are people who have ever searched for opinions or reviews through the Internet before buying the High Involvement product. The survey consists of two sections covering the following issues, including demographics, measurement items of each variable. Reliability and Validity of the research instrument ensured before applying final analysis. A multiple regression through SPSS is applied to evaluate the influence of Review Quality, Review Quantity and Review Credibility on Purchase Intention. This study will provide new insights related to the Influence of Review Quality, Review Credibility and Review Quantity on Purchase intention of High Involvement Products. Thereby, the information will be most suitable for marketers to understand the relevance of online reviews which are consumer generated and develop online strategies which create more positive word of mouth publicity to help business in long run.

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