Confusion to clarity: role of online reviews on purchase decision of online customers

The research is for the study of the impacts of the importance of review, nature of review and nature of customers on a purchase decision of online customers. A quantitative research methodology was used and using 208 online customer's data of Delhi/NCR. The factor analysis was implemented on collected data using SPSS 22 and then structural equation modelling was applied using Smart PLS. In this research, first of all, the statements regarding the impact of online reviews for the purchase decision of customer had been converted into factors using SPSS 22. Eighteen statements were converted into four variables - three independent variables like importance of review, nature and need of customers and of review and nature of reviews [qualitative/quantitative (scale or rating)] and one dependent variable as purchase decision of online customers. The outcomes of this study also indicated that the obtained independent variables have a substantial positive effect on consumer's purchase decisions once they do online shopping. The conclusions of this study offer an understanding of the importance of the selected factors in the consumer's purchase decision in the online shopping industry.