Impact of Electronic Word of Mouth Through E Shopping in Tiruchirappalli City

Abstract

The rapid growth of e shopping has significantly transformed the way consumers search for information and make purchasing decisions. One of the most influential factors in the online shopping environment is Electronic Word of Mouth (e-WOM), which includes online reviews, ratings, recommendations, comments, and opinions shared by consumers through digital platforms. This study examines the impact of electronic word of mouth on consumers’ e-shopping behaviour and purchase decisions. It focuses on how the credibility, quantity, quality, and valence of online reviews influence consumer trust, perceived value, purchase intention, and actual buying behaviour. The study also considers the role of e-WOM in reducing perceived risk and helping consumers evaluate products and services before making a purchase. Data may be collected from e-shopping consumers through a structured questionnaire and analysed using appropriate statistical techniques. The findings are expected to highlight the importance of positive and credible online consumer feedback in shaping purchasing behaviour. The study provides useful insights for online retailers and marketers to develop effective strategies for managing customer reviews, building trust, and enhancing consumer engagement. Overall, e-WOM has emerged as an important tool influencing consumer decision-making in the rapidly expanding e-shopping environment.