A Study on the Impact of Online Ratings and Reviews on Consumer Buying Decisions in Karaikal Region
DOI:
https://doi.org/10.64137/31080030/IJFEMS-V2I2P109Keywords:
E-Commerce, Consumer Behavior, Online Ratings, Reviews, Educational Level, Buying DecisionsAbstract
The rapid expansion of the digital marketplace has significantly transformed traditional consumer decision-making processes, reducing dependence on physical product evaluation and increasing reliance on electronic word-of-mouth (eWOM). This empirical study examines the influence of online ratings and reviews on consumer buying decisions across product- and service-based e-commerce platforms. Primary data were collected through purposive sampling from 150 active online shoppers in Karaikal using a structured questionnaire designed to analyze the relationship between customer feedback indicators and purchasing behavior. To ensure statistical validity, analytical tools such as the Pearson Correlation Coefficient and One-Way Analysis of Variance (ANOVA) were employed to examine the association between online review factors and consumer purchase decisions, as well as variations across different educational groups. The findings indicate that online ratings and reviews play a substantial role in shaping consumer purchase behavior and influence decision-making patterns across diverse consumer segments. The study concludes with practical managerial implications for enhancing digital marketplace strategies and highlights emerging dimensions that can support future research in online consumer behavior.
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