A STUDY ON THE IMPACT OF ONLINE REVIEWS ON PRODUCT BUYING DECISIONS

Special Issue - Innovative Commerce: Bridging Business and Computer Applications (ICBBCA-2026) |PG Department of Commerce with Computer Applications, Mannar Thirumalai Naicker College, Madurai – March 2026| International Journal of Computer Science (IJCS) Published by SK Research Group of Companies (SKRGC)

Abstract

The rapid growth of e-commerce has significantly transformed consumer purchasing behaviour in the digital era. Among the various factors influencing online shopping decisions, online reviews play a crucial role in shaping customer perceptions and purchase intentions. This study focuses on analysing the impact of online reviews on product buying decisions and understanding how review ratings, review quality, quantity of reviews, and positive and negative feedback influence consumer behaviour. The primary objective of this research is to examine how online reviews reduce uncertainty, and affect brand reputation in competitive digital marketplaces. The study is based on both primary and secondary data. Primary data was collected through a structured questionnaire from 76 respondents to understand their online shopping habits and their reliance on reviews before making purchase decisions. Secondary data was gathered from journals, research articles, websites, and previous studies related to e-commerce and consumer behaviour.

References

1. Chevalier, J.A., & Mayzlin, D. (2006). "The Effect of Word of Mouth on Sales: Online Book Reviews." Journal of Marketing Research.
2. Mudambi, S. M., & Schuff, D. (2010). "What Makes a Helpful Online Review? A Study of Customer Reviews on Amazon.com." MIS Quarterly.
3. Meesho – https://www.meesho.com
4. Flipkart – https://www.flipkart.com
5. Zomato – https://www.zomato.com
6. The Hindu Business Line – https://www.thehindubusinessline.com

Keywords

E-commerce, Online Reviews