Published Paper Details:

Convenience to the customer and transparency of the product were the key features of online shopping. Internet provides the customers to have an opportunity to share their shopping experience and opinion about goods and services they bought from the online shopping sites. Purchasing decision of a customer was affected by so many factors. Online customer review systems have been widely used by online customers to facilitate purchase decisions. Product reviews and ratings are the popular tools to support buying decisions of customers. The study was conducted to examine influence of online customer reviews on buying behaviour of customers in Idukki district. Data were collected from the online customers who purchases after reading online customer reviews. Analysing the trust and dependency in online customer reviews and to find out the relationship between online customer reviews and purchase decision were the objectives and results showed that online customer reviews got considerable level of influence in the buying behaviour. It showed that there is reasonable level of trust and dependency in online customer reviews.