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Effect of Online Review Rating on Purchase Intention

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Artificial Intelligence for Societal Issues

Part of the book series: Intelligent Systems Reference Library ((ISRL,volume 231))

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Abstract

The recent adoption of Web 2.0 technology has bought an enormous change in customer buying behavior. The study proposed to find the effect of online review rating on purchase intention. The relationship between online review rating and purchase intention was investigated using primary data. The primary data was gathered through an online survey among one hundred and ninety two online buyers as respondents. The study is based on descriptive analysis. The independent variable is the customer review rating and the dependent variable is Purchase Intention. The result of the study shows that review and rating has a significant effect on purchase intention. Rating or star numeric from 5 stars to 1 star are given to any product and service through the recommendation system which has an impact on purchase decision. The implication of the study provides detailed insight for the researchers, online marketers, web retailers and online buyers.

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Authors and Affiliations

  1. School of Management Studies, Vels Institute of Science, Technology and Advanced Studies, Pallavaram, Chennai, India

    A. Navitha Sulthana & S. Vasantha

Authors
  1. A. Navitha Sulthana
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  2. S. Vasantha
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Correspondence to S. Vasantha .

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Editors and Affiliations

  1. Department of Computer Science and Engineering, National Institute Of Technology Silchar, Cachar, Assam, India

    Anupam Biswas

  2. National Institute of Technology Bhopal, Bhopal, Madhya Pradesh, India

    Vijay Bhaskar Semwal

  3. Department of Computer Science, PDPM, Indian Institute of Information Technology, Jabalpur, India

    Durgesh Singh

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Navitha Sulthana, A., Vasantha, S. (2023). Effect of Online Review Rating on Purchase Intention. In: Biswas, A., Semwal, V.B., Singh, D. (eds) Artificial Intelligence for Societal Issues. Intelligent Systems Reference Library, vol 231. Springer, Cham. https://doi.org/10.1007/978-3-031-12419-8_7

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