Effect of Online Review Rating on Purchase Intention

The recent adoption of Web 2.0 technology has bought an enormous change in customer buying behavior. The study proposed to find the effect of online review rating on purchase intention. The relationship between online review rating and purchase intention was investigated using primary data. The primary data was gathered through an online survey among one hundred and ninety two online buyers as respondents. The study is based on descriptive analysis. The independent variable is the customer review rating and the dependent variable is Purchase Intention. The result of the study shows that review and rating has a significant effect on purchase intention. Rating or star numeric from 5 stars to 1 star are given to any product and service through the recommendation system which has an impact on purchase decision. The implication of the study provides detailed insight for the researchers, online marketers, web retailers and online buyers.