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Neeta
Research Scholar , Department of Management Studies
Jamia Hamdard University, Delhi, India
Abstract— The rapid growth of e-commerce and digital platforms has significantly changed the way consumers search for information before purchasing products and services. Among the various forms of online information, customer reviews and ratings have become an important source of guidance for consumers. Before making a purchase, consumers frequently examine the experiences and opinions shared by previous buyers to assess product quality, reliability, usefulness, and value for money.
Online customer reviews can influence consumers by reducing uncertainty, increasing confidence, creating product awareness, and shaping perceptions about a particular product or brand. Positive reviews may encourage consumers to consider a product, whereas negative reviews may create doubts and reduce purchase interest. The influence of reviews may also depend on factors such as review credibility, review quality, number of reviews, ratings, recency of reviews, and the perceived similarity between the reviewer and the consumer.
The present study proposes to examine the impact of online customer reviews on consumer buying behaviour. The research will adopt a quantitative approach and collect primary data through a structured questionnaire from consumers who use online platforms for product or service-related information and purchasing. The study will examine consumers’ perceptions regarding the usefulness, credibility, quality, and influence of online reviews on their buying behaviour.
The findings of the study are expected to provide useful insights into how online reviews affect consumer evaluation and purchasing decisions. The study may also help businesses understand the importance of maintaining reliable customer feedback and developing strategies to encourage authentic and informative reviews.
Keywords: Online Customer Reviews, Consumer Buying Behaviour, Online Ratings, Review Credibility, E-commerce, Purchase Decision, Digital Consumer Behaviour
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