Understanding the Impact of Online Product Reviews on Consumer Purchase Behavior

Abstract

Social media and e-commerce have proliferated, and as a result, customers are depending more and more on user reviews to guide their purchases. The purpose of this study is to investigate how online product reviews affect customers' purchasing decisions, with an emphasis on comprehending the underlying mechanisms and variables that affect consumers' confidence in and dependence on these reviews. One of the most important aspects of modern commerce is the impact of internet product reviews on consumer purchasing behavior. There are still gaps in the establishment of a standardized assessment scale for evaluating the influence and trustworthiness of online reviews, despite a great deal of research examining different aspects of this phenomena. This work attempts to close this gap by putting out a thorough measurement scale that has undergone stringent validation.