Research Article
The Influence of Online Customer Reviews and Ratings on Consumer Purchase Decisions: Trust and Credibility Perspectives
@INPROCEEDINGS{10.4108/eai.28-4-2025.2358091, author={M.S. Kamalaveni and C. Dinesh and B. Arunmuthukumar and R. Hari Prasath and M. Sudharsan and D. Vinothkumar}, title={The Influence of Online Customer Reviews and Ratings on Consumer Purchase Decisions: Trust and Credibility Perspectives}, proceedings={Proceedings of the 4th International Conference on Information Technology, Civil Innovation, Science, and Management, ICITSM 2025, 28-29 April 2025, Tiruchengode, Tamil Nadu, India, Part II}, publisher={EAI}, proceedings_a={ICITSM PART II}, year={2025}, month={10}, keywords={review and ratings social proof customer ratings consumer purchase decisions online customer reviews}, doi={10.4108/eai.28-4-2025.2358091} }- M.S. Kamalaveni
C. Dinesh
B. Arunmuthukumar
R. Hari Prasath
M. Sudharsan
D. Vinothkumar
Year: 2025
The Influence of Online Customer Reviews and Ratings on Consumer Purchase Decisions: Trust and Credibility Perspectives
ICITSM PART II
EAI
DOI: 10.4108/eai.28-4-2025.2358091
Abstract
The significance of trust and credibility on online review and ratings which influence customers purchase decision is studied in this research. It is focused on customer reviews and rating in online. Social proof: On the digital side, reviews and ratings were especially crucial, which is provided by e-commerce platforms and online social platforms to positively or negatively impact consumer behaviour in buying encounters. This research applies a quantitative study. The primary data collected via a structured questionnaire. Were used on statistical analysis methods to find relationships between key variables. This research found that most of the consumers agreed that reviews and ratings heavily impacted their decision. Positive and negative reviews are equally important and factors like content length, verified buyer status and star ratings shows a online review and ratings more convincing. This research proven that these factors influence buying behaviour, the online reviews and ratings also has its down side that fake reviews, paid reviews and manipulation of informations are the challenge. The reviews and ratings require more transparency and regulation. The research can help firms build the trust among consumers by leveraging and encouraging credible review practices, and its insights should valuable to marketers, e-commerce platforms and policy makers.
