The 21 The present study tries to fill the gap in the literature relating online product or service reviews in influencing the consumer buying behaviour. The objective of the study is to understand the parameters of review content on which consumer check online reviews before buying a product or service. To achieve the research objectives of the present study, a descriptive research design is used with primary data collection methodology through a structured questionnaire. The sample size for the study is 104. The analysis was conducted through mean, one sample t-test and correlations. The study identified that consumers view online reviews such as understanding quality of the product, product usage information, cost benefit of the product, information relevant to deals or discounts, and product information on warranty or guarantee or replacement details, Brand reputation among reviewers, Sales service availability for deciding to buy. It was observed that parameters of online review content influence the consumer's decision to buy.
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