IMPACT OF ONLINE CONSUMER REVIEW ON E-COMMERCE

Abstract

This study investigates the significant role of online consumer reviews in shaping purchase intentions within the dynamic e-commerce landscape. Drawing on primary data collected through a structured survey of 100 Indian e-commerce users, the research examines various dimensions of review influence, including valence (positive/negative), quantity, type (written/star rating), and source (verified buyer). The findings reveal a high degree of reliance on reviews, with a significant majority of respondents agreeing that positive reviews enhance and negative reviews discourage purchase. Key insights include the strong correlation between the number of reviews and consumer trust, and the perceived superior trustworthiness of verified buyer reviews. The study concludes that online reviews act as a powerful form of electronic word-of-mouth (eWOM), serving as a critical heuristic for consumers navigating product uncertainty and complexity. These insights offer actionable implications for e-commerce platforms and retailers seeking to optimize their review management and marketing strategies.