Analysis Of the Uses and Gratifications Associated with Consumer Online Reviewing

Abstract

The convenience of using the internet has altered how consumers today purchase nearly anything. It's rare to make a purchase decision without first reading numerous online reviews, for anything from mobile phones to dental services. 90% of consumers in 2016 read at least one online review before entering a store. Consumer online reviewing has a wide range of applications and gratifications for both reviewers and readers. Some of the primary benefits and uses of consumer online reviews include: Information Seeking: Consumers utilise internet reviews to gain information about items or services prior to making a purchasing decision. Online reviews provide useful information on the characteristics, benefits, and drawbacks of items or services, allowing consumers to make more educated judgements. Social contact: Consumers utilise internet reviews for social connection as well. They interact with other consumers by sharing their product or service experiences, thoughts, and suggestions. This social connection fosters a sense of community and connects customers with others who share similar interests. Entertainment: Reading online evaluations can be amusing, especially if they are hilarious or witty. Consumers may look for reviews for pleasure as well as information. Validation: Consumers may utilise online reviews to validate their own beliefs or experiences. Reading evaluations from others who have had similar situations can help them to validate their own thoughts and feelings. Empowerment: By giving consumers a voice and a platform to share their experiences and ideas, online evaluations can empower them. This can serve to hold businesses accountable and lead to product or service improvements Overall, consumer internet reviewing serves both reviewers and readers by providing a variety of purposes and gratifications. It provides a means for customers to obtain information.