Paper Contents
Abstract
In the digital era, online shopping has become an integral part of consumer behavior, with product reviews and rating emerging as crucial determinants in the decision making process. This study explores the influence of online product reviews and ratings on consumer purchase decisions, focusing specifically on the city of Tumkur. Through a combination of quantitative surveys and qualitative interviews, the research investigates how consumers in Tumkur perceive and respond to online feedback, the extent to which it affects their trust and purchase intention, and whether demographic factors play a role in moderating this impact. Findings indicate that positive reviews and higher rating significantly enhance consumer confidence, while negative feedback often deters purchase intent.
Copyright
Copyright © 2025 Vanitha M L. This is an open access article distributed under the Creative Commons Attribution License.
