A Study on How Online Reviews and Ratings Influence Buying Decisions in Mayiladuthurai
DOI:
https://doi.org/10.64137/31079423/IJEBMR-V2I2P109Keywords:
Online Reviews, Product Ratings, Consumer Buying Behaviour, E-Commerce, Customer Trust, Online Shopping, Digital Marketing, Purchase DecisionAbstract
The rapid growth of e-commerce platforms and digital technology has significantly transformed consumer buying behaviour. Online reviews and ratings have become important factors influencing customer purchase decisions in online shopping platforms. Consumers depend on customer feedback, product ratings, and online recommendations before purchasing products and services. The present study focuses on analysing how online reviews and ratings influence buying decisions among consumers in Mayiladuthurai. The study aims to understand the importance of online reviews, the impact of product ratings, customer trust in review systems, and the influence of positive and negative reviews on purchase decisions. Primary data were collected from 160 respondents through a structured questionnaire using convenience sampling technique. Statistical tools such as percentage analysis, mean analysis, correlation analysis, chi-square analysis, and One-Way ANOVA were used for analysing the collected data with the help of SPSS software. The findings reveal that most consumers check online reviews before purchasing products and prefer products with higher ratings. Positive reviews increase customer confidence, while negative reviews discourage purchase decisions. The study concludes that online reviews and ratings play a significant role in influencing consumer buying behaviour and purchase decisions in the digital marketplace.
References
[1] Cheung, C. M., & Thadani, D. R. (2012). The impact of electronic word-of-mouth communication: A literature analysis and integrative model. Decision Support Systems, 54(1), 461–470.
[2] Park, D. H., Lee, J., & Han, I. (2007). The effect of online consumer reviews on consumer purchasing intention: The moderating role of involvement. International Journal of Electronic Commerce, 11(4), 125–148.
[3] Lee, J., Park, D. H., & Han, I. (2008). The effect of negative online consumer reviews on product attitude: An information processing view. Electronic Commerce Research and Applications, 7(3), 341–352.
[4] Mudambi, S. M., & Schuff, D. (2010). What makes a helpful online review? A study of customer reviews on Amazon.com. MIS Quarterly, 34(1), 185–200.
[5] Filieri, R. (2015). What makes online reviews helpful? A diagnosticity-adoption framework to explain informational and normative influences in e-WOM. Journal of Business Research, 68(6), 1261–1270.
