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Development of a Model for Review Sharing in the Context of Mobile Phone Purchase Amongst Indian Millennials

Som Sekhar Bhattacharyya, Sumi Jha, Shubham Khandelwal, Pulkit Jain and Anshul Ekka
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Som Sekhar Bhattacharyya: National Institute of Industrial Engineering, India
Sumi Jha: National Institute of Industrial Engineering, India
Shubham Khandelwal: National Institute of Industrial Engineering, India
Pulkit Jain: National Institute of Industrial Engineering, India
Anshul Ekka: National Institute of Industrial Engineering, India

International Journal of Asian Business and Information Management (IJABIM), 2021, vol. 12, issue 2, 137-156

Abstract: Online reviews provided important information towards affecting consumers' online shopping behavior. However, little research had been done in India how reviews influence young consumers' online buying behavior and review sharing. Millennials are experimental in nature and also are influenced by peers. The purpose of this research was to study the influence of online reviews on millennials' purchase behavior and study the characteristics. It was carried out in two phases in series (quantitative survey followed by qualitative interviews). The analysis was carried on primary data collected from a sample of 297 millennials with diverse backgrounds through an online survey. Factor analysis was then used in the first phase. Scale development was done to operationalize variables followed by structured equation modeling. A model on online customer reviews (OCR) sharing was developed. ANOVA was used for hypothesis testing. Qualitative findings arrived through content analysis. The research empirically attributed that reviews matter for individuals with distinguishing traits.

Date: 2021
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