INTERNATIONAL JOURNAL OF ECONOMICS, BUSINESS AND MANAGEMENT RESEARCH (IJEBMR)
ONLINE CUSTOMER REVIEWS AND RATINGS CORRELATION: PURCHASING INTENTION
E-ISSN: 5457-5677
P-ISSN: 3473-3487
DOI: https://iigdpublishers.com/article/662
Online customer reviews and ratings have become a vital part of the digital shopping experience, shaping consumer behavior and decision-making. This study investigates the correlation between online customer reviews, ratings, and purchasing intention. The study employs quantitative analysis to explore the impact of review sentiment, star ratings, and review volume on consumers' likelihood to purchase, based on e-commerce transactions across multiple product categories. Results reveal that positive sentiment, high star ratings, and an optimal number of reviews significantly enhance purchasing intention, while overly polarized reviews or discrepancies between ratings and textual reviews create uncertainty. These findings highlight the importance of credible, detailed, and balanced reviews in fostering trust and driving sales.
Ms. Vijayashri Machindra Gurme
Filieri, R., & McLeay, F. (2014). E-WOM and accommodation: An analysis of the factors that influence travelers' adoption of information from online reviews. Journal of Travel Research, 53(1), 44-57.
Hu, N., Pavlou, P. A., & Zhang, J. (2009). Overcoming the J-shaped distribution of product reviews. Communications of the ACM, 52(10), 144-147.
Kim, J., Lim, J., & Brynjolfsson, E. (2018). The role of online reviews in mobile commerce: An empirical investigation. Information Systems Research, 29(3), 676-694.
Mudambi, S. M., & Schuff, D. (2010). What makes a helpful online review? A study of customer reviews on Amazon.com. MIS Quarterly, 34(1), 185-200.
Park, D.-H., & Lee, J. (2009). eWOM overload and its effect on consumer behavioral intention depending on consumer involvement. Electronic Commerce Research and Applications, 7(4), 386-398.
