Role Of Credible Online Reviews And Online Trust On Customer Engagement

Abstract

Shopper engagement in m commerce portals is graining traction as there is immense competition among e commerce companies. This study aims to examine online shopper’s engagement through reliable and useful customer reviews, that builds shopper trust and shopper engagement in mobile apps. Online Survey method was used to collect data from 437 online shoppers in Bangalore city. Conceptual framework is developed and justified using Structural Equation Modeling (SEM). The results of the study affirms that reliable and useful online reviews increase the shopper’s trust and further it results in shopper engagement. Novel insights from this study provides addition to the literature on online reviews and customer engagement.