Impact of Online Reviews on Consumer Trust in E-commerce Platforms: A Study of Online Shopping Behaviour
Author : Dr. A Sree Lakshmi
Abstract :
Online reviews play an important role in influencing consumer behavior in digital marketplaces. This study examines the impact of online reviews on consumer trust and purchase intention. Primary data was collected from 200 respondents through a structured questionnaire using a 5-point Likert scale. The study analyzes key factors such as review credibility, review valence, and review volume to understand their influence on consumer trust. The findings reveal that positive and credible reviews significantly increase consumer trust and purchase intention, while negative reviews reduce buying confidence. The study highlights the importance of effective online review management for building brand credibility and strengthening consumer relationships in e-commerce platforms.
Keywords :
Online Reviews, Consumer Trust, Purchase Intention, E-commerce, Digital
