IMPACT OF CONSUMER REVIEWS ON E-COMMERCE PURCHASE DECISIONS.

ABSTRACT

The fast growth of e-commerce has changed the way people shop online. Today, consumer reviews play a very important role in helping customers decide whether to buy a product or not. This study examines how online reviews influence purchase decisions on e-commerce websites. It focuses on factors such as positive and negative reviews, the number of reviews, and how trustworthy and helpful the reviews seem to customers. Online reviews work like digital word-of-mouth, where people share their real experiences. These reviews help new customers understand product quality, reduce confusion, and feel more confident before making a purchase. For this study, data was collected from online shoppers using a questionnaire. The responses were analyzed using statistical methods to understand the connection between reviews and buying decisions. The results show that positive reviews increase the chances of purchase, while negative reviews strongly discourage customers from buying. A large number of reviews also makes a product appear more reliable and popular. The study concludes that consumer reviews have a strong impact on online shopping behavior, and e-commerce businesses should encourage honest customer feedback and manage reviews properly to build trust and increase sales.

KEYWORDS: Consumer Reviews, E-commerce, Purchase Decision, Online Consumer Behavior, Electronic Word-of-Mouth (e-WOM)