DefinePK

Abstract

There has been a rapid growth in internet usage over the years; online shopping is becoming more and more popular. The ability of internet users to write reviews and share their experiences over the internet has created electronic word of mouth. Electronic word of mouth, commonly known as online reviews, can strongly influence purchase; therefore, companies need to effectively monitor and control these reviews to perform better in the market. In this paper, we have examined online reviews in terms of their quality (valence) and quantity (volume). These attributes of online reviews are then linked with the theory of reasoned action to provide an understanding of their subsequent impact on attitude, subjective norms and their ability to enhance intention to purchase. A structured questionnaire was used to collect data from 199 respondents selected through purposive sampling, and the research model was tested through PLS-SEM. Findings corroborated with the literature. The results empirically proved that online review volume and review valence both significantly influenced consumers’ intention to purchase. Corporations and marketers are encouraged to effectively monitor and use electronic word of mouth to have sustainable growth in the market.