Impact of helpful reviews on customer purchase intention with special reference to mobile phone reviews
نویسندگان
چکیده
Technological advances in the digital space have provided renewed impetus to businesses. Costly, labor-intensive marketing campaigns been replaced by marketing. However, along with benefits, increasing sophistication and exponential growth of e-commerce businesses also introduced new challenges. The large number similar product offerings high volume reviews created a technology-induced hurdle for consumers that can impair their thought processes. Often, users will only scan top few arrive at decision. In current setup, older accumulate votes over time are found helpful review list, contrast fresh entrants. study proposes placing appropriate positions list using statistical scientifically derived helpfulness scores. utilized sample consumer goods (specifically, mobile phones) re-ranked based on expected score. Amazon.in initial dataset. Random Forest gradient-boosting regression techniques were used predict helpfulness. An Elaboration Likelihood Model was explore impact central peripheral cues best-performing method predicting helpfulness, re-ranked. tested vis-a-vis ranking survey method. result indicated proposed re-ranking more end helped mitigate uncertainty decisions. Information Acceptance assess influence electronic word mouth purchase intention.
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ژورنال
عنوان ژورنال: International Journal of Management and Sustainability
سال: 2023
ISSN: ['2306-0662', '2306-9856']
DOI: https://doi.org/10.18488/11.v12i1.3247