THE IMPACT OF ONLINE CONSUMER REVIEW TOWARDS PURCHASE INTENTION: A STUDY IN COSMETICS PRODUCTS IN NEPAL
Date
2023-04
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Abstract
The primary factors that are speculated to impact customer purchasing behavior are security, confidentiality, trust and the quality of the products. Trust is considered to be the most crucial of all these. Various businesses
and countries now sell online. As the number of online companies has grown, so has the number of consumers.
Description
The study tested the connections and impacts of the independent factors on the dependent variable using correlation and regression analysis. According to the outcomes, there is a significant positive and negative connection between online reviews and customers' purchasing plans, as well as between online reviews and the influencer who can influence consumer purchase intentions. Additionally, regression research revealed that online review had both negative and positive effects on consumers' buying behaviour/purchase intention.
Keywords
ONLINE CONSUMER REVIEW, COSMETICS PRODUCTS IN NEPAL