Open AccessOnline Customer Comments and their Impact on Consumer Buying Behavior: using Social Cognitive Theory to Understand Consumer Expectations and Media Influences
Author(s) -
Syed Ghouse,
T. Narayana Reddy
Publication year - 2019
Publication title -
international journal of recent technology and engineering
Language(s) - English
Resource type - Journals
ISSN - 2277-3878
DOI - 10.35940/ijrte.b1109.0982s1019
Subject(s) - marketing , affect (linguistics) , social media , consumer behaviour , vendor , reputation , context (archaeology) , word of mouth , business , advertising , conceptual framework , psychology , sociology , computer science , paleontology , social science , communication , world wide web , biology
Many opportunities, with the help of web-based technologies, are provided to word-of-mouth communication. The method of communication of customers and sharing the product details with others is transformed by the immense utilisation of electronic commerce shopping communities. Until recently, the area of e-commerce shopping communities where buyers participate has been underexplored in the field of academic research. The online reviews provided by the customers exert a high impact on customers’ buying decisions while shopping on e-commerce websites and thus provides significance to the concept of word of mouth. The growing amount of literature covering various domains that emphasizes customers’ reviews online can be considered as a justification of this concept. The factors that affect continual intention of buying online and the extent, reciprocity and reputation of vendor creativity affect consumer expectations. This study provides a brief insight into online customer reviews and their impact on consumer buying behavior by using social cognitive theory. A conceptual framework showcasing the various factors affecting the perceptions and attitudes of consumers in the context of online reviews will be provided in the paper. This study is the first to apply social cognitive theory on online customer reviews and to study their impact on consumer expectations.