Examining customer's intention to rely on online reviews

The use of online reviews among online shoppers has increased significantly in recent years and has reduced uncertainty and risks associated with online shopping. As it has become a reliable source for product information, this research study focused to identify and assess the intention of online shoppers' reliability on online reviews. Here consumers' intentions to rely on online reviews were studied based on their decision-making style, personality trait, and online behaviour. A quantitative survey involving 375 Indian online shoppers was performed to identify and understand their reliance on online reviews. The study deliberates that consumer with high price consciousness value consciousness, brand consciousness, and self-esteem while relying on online reviews for their online purchases. On the other extent, consumer who are quality conscious and having online shopping anxiety do not rely on online reviews. This research adds to the growing literature on consumer information theory and validates the link between consumer shopping motivation and their informational needs.