The impact of online reviews on product perception and purchase intention

With the ever-increasing Internet usage, people have shifted their purchasing habits from offline to online. This has led to the rapid rise in electronic word-of-mouth (eWOM), which plays a good role in determining purchase decisions. Online purchasers rely heavily on online reviews, at least more than the statement made by the shoppers themselves. These online reviews could be positive or negative made by existing or former customers about a product or a company. Positive reviews help in accelerate sales. Many works have been published to understand the positive reviews. However, consumers pay more attention to negative remarks while making their purchases. This research demonstrates the purchase intention, and product attitude depending on the frequency, source and type of reviews.