Assessing the Impact Of Customer Reviews and Ratings In Online Purchase Decisions

Abstract

In the digitalization times and the perfect reign of e-commerce we cannot underestimate the crucial role online reviews and ratings play in the process of making a consumer buy. This study travels into the in-depth analysis of how online reviews affect your choice of products, in fact, it targets the Millennials and Gen Z, who sailed into the broader e-commerce hall of fame as a way of life. Online purchase covers the whole range of home decors to travel planning and booking movie tickets as well as signing up for online courses. This fact attests to the entertainment of the variety of products and services up for grabs. As a result, envisioning the adjudication on how different reviews help consumer behavior is vital to businesses that are operating in online platforms