Influence of Reviews and Ratings on Purchase Behaviour

Abstract

With the rapid expansion of electronic commerce, online reviews and ratings have emerged as powerful information signals that significantly influence consumer purchase behavior. This study investigates how the valence, volume, credibility, and visibility of online reviews and ratings affect consumer trust, perceived risk, and buying intention. Using a quantitative research design, data were collected from 420 active online shoppers across multiple product categories. Structural equation modeling (SEM) was employed to analyze the relationships between review characteristics and purchase behavior. The findings reveal that review credibility and rating valence exert the strongest influence on purchase intention, while review volume plays a moderating role. The study contributes to consumer behavior theory by integrating signaling theory and information adoption models. The results provide actionable insights for online retailers, digital marketers, and platform designers seeking to enhance conversion through effective review management strategies.