Information and inspiration influencers are two important factors that influence the buying decision of online consumers. When a consumer make a decision to buy a product online, they seek information from their peers as how the products work and whether it is reliable or not. The information they get tend to be a mixture of trusted advices and honest, unbiased and reliable feedback from those who are using the product. The information generated from these feedback and opinions affect the purchasing decision of the online consumer either positively or negatively. The information that influences online purchasing decision of consumers are called information influencers.
While the purchasing decision is about making a choice, the online consumers seek inspiration. Visual cues like photographs, videos influence consumer purchasing decision when the product is more about personal taste. These visual cues which inspire the online consumers to buy the product are called inspiration influencers.