Main Article Content
Abstract
Customers’ motives to search for online reviews differ on the basis of their buying behaviour. Reviews reduce the search time and provide the information of how to consume the products. It helps to reduce the uncertainty surrounded around the product/service. Consumers can interact to seek information from the former consumers which help to them to take purchase decision. The review platforms also serve to analyze the product perceived quality and benefit costs. Moreover, online review community creates a bonding of similar interests of people and build communications on those. The research is based on the reviews that are available on retail websites. The objective of the study is to find out how the impact of reviews influences the consumers’ purchasing decision-making process. A questionnaire is used as the data collection instrument for this research. The result underlines the importance of credibility and usability on consumer trust and reliance in reviews as input in the decision-making process.