INFLUENCE OF ELECTRONIC WORD OF MOUTH ON CONSUMER BUYING BEHAVIOUR WITH REFERENCE TO CLOTHING IN CHENNAI CITY

Abstract

This article explore “Influence Of Electronic Word Of Mouth On Consumer Buying Behaviour With Reference To Clothing In Chennai City” Electronic Word of Mouth communication through electronic media allows consumers to not only obtain information related to goods and services from the few people they know, but also from a vast, geographically dispersed group of people, who have experience with relevant products or services. They are expected to be honest as they are real life experience of the product usage. There are also paid reviews, where a professional or a company give mostly positive reviews as they have been paid.

Shopping for clothes online and joining social networks are becoming increasingly common activities among people all over the world. The objective of this research is to study purchasing behaviour of customers who buy clothes online as a result of eWOM. They exchange information about clothes on the internet by reading information from other users. The most important reason to buy clothes online is convenience.Based on the data collected, the statistical tools adopted for the analysis and interpretation arePercentage analysis., Chi-Square analysis., Mean and Standard Deviation., RankCorrelation