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Title: The impact of online customer reviews (OCRs) on customers' purchase decisions: An exploration of the main dimensions of OCRs
Authors: Lu, KJ
Elwalda, A
Keywords: Online customer reviews (OCRs);Electronic word of mouth;eWOM;Online product reviews;Internet marketing;Customer relationship management
Issue Date: 2016
Publisher: Westburn Publishers
Citation: Journal of Customer Behaviour, 15(2): pp. 123-152, (2016)
Abstract: Online customer reviews (OCRs) have become a primary source of product information and an important influence on customers’ purchase decision. This has resulted in a significant impact on consumer purchase decision making. The effects of OCRs on consumer behaviour have recently gained significant academic attention. Therefore, there is a need to provide a review on such effects. This paper, thus, examines the latest understandings in the links and relationships between OCRs and customers’ purchase intention. It reviews the main dimensions of the OCRs and how they affect customers’ purchase intention. It also addresses the issues of credibilities, roles, antecedents, helpfulness, measures and consequences of OCRs. In addition, a case study has been provided in which OCRs are analysed for a better understanding of the relationship between OCRs and consumer’s purchase intention.
ISSN: 1475-3928
Appears in Collections:Brunel Business School Research Papers

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