Consumers can accumulate information about the product even though they don’t have the intention of buying it right away (Chen & Xie, 2008).
The second is it helps the consumers to get familiar with the products or services before they make the purchase. The first one is to help e-shoppers to evaluate products and services before making a purchasing decision (Wan & Nakayama, 2014). The consumer-generated review serves two functionalities (Park et al., 2007). Customer reviews play a significant role in making an online purchasing decision (Wang et al., 2018). Consumer opinions or experience on products that are shared with other prospective buyers in the form of customer reviews on e-commerce sites is used as a source of information that consumers access instantly and regularly (Wang et al., 2018).
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