E-COMMERCE-AN INSIGHT INTO IMPACT OF ONLINE REVIEW ON CUSTOMER BUYING BEHAVIOUR

The trend of shopping in the minds of the customer is changing frequently. At present shopping practice transformed from traditional way to online shopping , which enables the customer to buy the product as per their requirement without any constraints of time , place payment method, brand and product types. Online shopping have created an huge impact on customer buying behaviour because of this 4 factors i.e on source credibility, volume, language with comprehension and relevance. Earlier the majority of the customers were depend on word of mouth method to collect information regarding product which was influencing their buying decisions. But now because of e-commerce, online shopping majorly online customer review format, played an important role in influencing customer 's buying decisions. To fill the research gap we have collected data through questionnaire from the customers those who do online shopping. For effective research outcome both primary data and secondary data is used. Primary data collected through structured questionnaire. This research paper is based on critical examination of the study which reflected the result as per the objectives . The study was mainly focused on the impact of online reviews towards customer buying decisions. through this study it is realised that majority of the public are influenced by online reviews for all types of the products and at present online reviews are creating huge impact towards customer buying behaviour . KEY WORDS: Online shopping , Online review, Word of mouth, Customer buying decisions