Online Customer Comments and their Impact on Consumer Buying Behavior: Using Social Cognitive Theory to Understand Consumer Expectations and Media Influences
Ravikumar. J.S1, Syed Mohammad Ghouse2, T. Narayana Reddy3

1Ravikumar. J.S, Research Scholar, Department of Management, Jawaharlal Nehru Technological University, Ananthapuramu (Andhra Pradesh), India.
2Dr. Syed Mohammad Ghouse, Associate Professor, Department of Management, Presidency University, Bangalore (Karnataka), India.
3Dr. T. Narayana Reddy, Associate Professor, Department of Management, Jawaharlal Nehru Technological University, Ananthapuramu (Andhra Pradesh), India.
Manuscript received on 21 September 2019 | Revised Manuscript received on 06 October 2019 | Manuscript Published on 11 October 2019 | PP: 887-892 | Volume-8 Issue-2S10 September 2019 | Retrieval Number: B11090982S1019/2019©BEIESP | DOI: 10.35940/ijrte.B1109.0982S1019
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Abstract: Many opportunities, with the help of web-based technologies, are provided to word-of-mouth communication. The method of communication of customers and sharing the product details with others is transformed by the immense utilisation of electronic commerce shopping communities. Until recently, the area of e-commerce shopping communities where buyers participate has been underexplored in the field of academic research. The online reviews provided by the customers exert a high impact on customers’ buying decisions while shopping on e-commerce websites and thus provides significance to the concept of word of mouth. The growing amount of literature covering various domains that emphasizes customers’ reviews online can be considered as a justification of this concept. The factors that affect continual intention of buying online and the extent, reciprocity and reputation of vendor creativity affect consumer expectations. This study provides a brief insight into online customer reviews and their impact on consumer buying behavior by using social cognitive theory. A conceptual framework showcasing the various factors affecting the perceptions and attitudes of consumers in the context of online reviews will be provided in the paper. This study is the first to apply social cognitive theory on online customer reviews and to study their impact on consumer expectations.
Keywords: Customer Reviews, Customer Behavior, Social Cognitive Theory, Customer Expectations.
Scope of the Article: Social Sciences