Assessing The Impact of Online Customer Reviews and Product Rating On Customer Intention to Purchase Online from Local Restaurants of Karachi
Keywords:
Online Customer Reviews, Online Product Rating, Customer Attitude, Customer Intention to Purchase, Customer Intention to Purchase online, Local Food Restaurants, and Restaurant Business.Abstract
This study is one of the primary studies developed to understand the significance of online customer reviews and online product ratings on customer intention towards online purchases. This study is also supplemented with theoretical triangulation to relate the outcomes with the customer intention to purchase online, specifically from local food restaurants of Karachi. Hence, the significance of this study lies in its multiple folds due to its application to both academia and the pragmatic world. Hence, the outcomes of the study can be used by academicians and practitioners to understand the impact of sentiment analysis and product rating for conducting better and rigorous studies, and also to formulate better policies for optimizing customer intention to purchase online from local food restaurants. However, to achieve these outcomes, the significance testing of the study is mandatory, that is why the analysis of this study is based on structural equation modeling. The outcomes of the analysis does not only assures the significance testing but also provide reasons and scope of online customer reviews and online product rating on online purchase intention from local food restraints.
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