( ISSN 2277 - 9809 (online) ISSN 2348 - 9359 (Print) ) New DOI : 10.32804/IRJMSH

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DOES PERCEIVED CREDIBILITY OF ONLINE REVIEWS HAVE EFFECT ON PERCEIVED HELPFULNESS?

    1 Author(s):  DR.NEELKAMAL GOGNA

Vol -  9, Issue- 3 ,         Page(s) : 309 - 317  (2018 ) DOI : https://doi.org/10.32804/IRJMSH

Abstract

This research paper responds to the need for research on factors linking perceived credibility of reviews to its perceived helpfulness. A comprehensive review of literature in this area identifies several items helping the identification of both construct and their cause and effect relationship. The existing study found that there are specific elements in the online reviews which impel them to first read the content reviews carefully irrespective of product rating. Having read the available online comments, if those are perceived as credible, then the reader considers review helpful in their buying decisions. A survey was conducted at Ahmedabad city on people who purchase or decline to purchase any product as aftermath of reading reviews. The data were analyzed using multiple regressions to predict relationship between the variables. The findings of this study ascertain the hypothesized relationships of perceived credibility with perceived helpfulness.

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