IMPACT OF ONLINE CUSTOMER REVIEWS ON CONSUMERS’ PURCHASE DECISIONS IN E-COMMERCE

In today's era of the intensifying digital marketplace, reviews written in the digital
forum are seen significantly influencing depletion of consumer decisions and strides in one's buying
inclination. Review credibility, review volume and review valence stand out as noteworthy variables
impacting on the behavioral patterns of the consumer. The survey took a descriptive study design
approach where data were collected from 120 online shoppers through a designed questionnaire that
was well structured. It seems to have suffered the greatest damage yet in pursuit of reliability of
constructs: testing through Cronbach's Alpha yielded potentials within the ranges 0.78 to 0.89 to
suggest a high internal consistency. Data analysis took advantage of percentage analysis, correlation,
regression analysis, and factor analysis using SPSS. Results reveal that the credible, positive, and
voluminous number of reviews online significantly influence the purchase decisions of consumers,
bringing it to light that the online reviews can really play a very significant role in the shaping of
consumer behavior. All that signifies that the study would produce much-needed implications so that
marketers and e-commerce platforms could start managing reviews in such a way as to increase sales
and loyalty engagement.