1Asst. Professor, PSG Institute of Management (PSG College of Technology), Coimbatore, TamilNadu, India. Email id: joshua@psgim.ac.in
2Research Scholar, University of Toledo, Ohio, USA. Email id: raghavan.rn1995@gmail.com
Online published on 26 December, 2017.
The core of this study is to survey and analyze the effect of, one method of Electronic Word-Of-Mouth (eWOM) communication namely, the Online Consumer Review and ratings. An instrument was designed to gauge the proposed factors or constructs, based on detailed literature review modified to fit the setting of online bus transportation business. On the whole there were 29 variables under each of these constructs to study their influence over the dependent variables. A survey was conducted online and the results were captured to understand the nature of the surveyed respondents. These respondents were selected only from Tamil Nadu with people experienced with booking Bus tickets online. The information was interpreted utilizing the SPSS. The Theoretical framework developed was simulated using PLS software and the results measuring the impacts are also identified. The causal effect between the purchase behavior and the consumer reviews are vividly discussed. At the end of the detailed study, the outcomes are studied and interpretations are drawn and their suggestions are put forth setting a path for future studies.
Electronic word-of-mouth, online customer reviews, Ratings, consumer purchase behavior, Decision Making
