Influence of electronic word of mouth on high value product's purchase decision

Nowadays, the presence of the internet is everywhere. For buyer as well as the seller, it acts as a medium of communication since it affords access to the large number of public directly or indirectly. There is a huge amount of information kept about various products and services on the internet and its impact on the purchase decision. This paper analyses the impact of knowledge of products and services on internet on purchase decisions. To achieve the objective, survey using 5 points Likert type scale has been used. The reliability test using SPSS has been performed. The table matrices and one-way ANOVA are used as a statistical tool. The findings suggest that for the products like: Home theatre, Car and Computer/Laptop, people often look for advice on the internet and do the market research on the internet. The impact also depends on the family income and the number of hours spent on the internet for various activities.