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How do customer reviews and ratings influence purchase intentions on e-commerce platforms?
Abdali, Amirah
Abdali, Amirah
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Abstract
Customer reviews and ratings have become fundamental components of e-commerce platforms, influencing purchase intentions and shaping consumer behavior. This study explores the role of these user-generated tools in guiding buyers through the decision-making process. Reviews provide detailed insights into product quality, usability, and overall satisfaction, while ratings offer a quick, visual summary of customer opinions. Together, they act as digital word-of-mouth, reducing the uncertainty associated with online shopping and building trust without physical product interaction.
The research highlights the psychological concept of social proof, which explains how positive reviews and high ratings can boost confidence and encourage purchases. Conversely, negative feedback can deter buyers or set realistic expectations. Factors such as the volume, recency, and content quality of reviews significantly impact their effectiveness. Additionally, this study addresses challenges like fake reviews and manipulated ratings, which can undermine consumer trust. Understanding these dynamics not only benefits businesses aiming to enhance customer engagement but also empowers consumers to make informed decisions in the digital marketplace.