A study of the impact of online customer reviews and ratings on purchasing decisions
Author(s): Ms. Vijayashri Machindra Gurme
Authors Affiliations:
Research Scholar, Sydenham Institute of Management Studies and Research and Entrepreneurship Education, University of Mumbai, India.
DOIs:10.2015/IJIRMF/202501016     |     Paper ID: IJIRMF202501016Online customer reviews and ratings have become pivotal in shaping consumer purchasing decisions, especially in the digital marketplace. This research investigates the influence of online reviews and ratings on consumer behavior, focusing on factors such as review valence, volume, credibility, and source trustworthiness. The results reveal that highly rated products and those with a larger volume of reviews significantly enhance consumer trust and purchase intention. Conversely, negative reviews, although potentially deterring, contribute to credibility by signalling transparency. Also look at the role of review authenticity, the effect of verified purchases, and platform-specific algorithms in review visibility to see how they work to control things. These findings highlight the importance of customer reviews as a marketing and decision-making tool, providing actionable insights for businesses seeking to optimize consumer engagement. Foundational works are mentioned on how people trust each other online (Gefen, 2002), how online reviews affect sales (Chevalier & Mayzlin, 2006), and how review platforms change the way people behave (Luca & Zervas, 2020).
Ms. Vijayashri Machindra Gurme (2025); International Journal for Innovative Research in Multidisciplinary Field, ISSN(O): 2455-0620, Vol-11, Issue-1, Pp.106-112. Available on – https://www.ijirmf.com/ DOIs:10.2015/IJIRMF/202501016
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