Impact of Online Reviews on Gen Z Consumer Buying Behaviour in Indian E-Commerce

Abstract

The rapid expansion of digital commerce in India has significantly transformed consumer purchasing patterns, particularly among Generation Z consumers who heavily depend on online information while making purchase decisions. With the increasing penetration of smartphones, affordable internet services, and the growth of major e-commerce platforms such as Amazon and Flipkart, online reviews have emerged as a critical factor influencing consumer trust and buying behaviour. This study examines the impact of online reviews on the purchase behaviour of Generation Z consumers in the Indian e-commerce environment, with special emphasis on the mediating role of trust. The study adopted a quantitative cross-sectional research design and collected primary data from 286 Generation Z respondents aged between 21 and 26 years across different regions of India. A structured questionnaire based on a five-point Likert scale was used to measure variables related to online review credibility, authenticity, review volume, trust, and purchase behaviour. The collected data were analyzed using multiple regression analysis and independent sample t-test through Statistical Package for Social Sciences (SPSS). The findings reveal that online review attributes have a significant and positive influence on consumer purchase behaviour (β = 0.463, p = 0.001). Trust was also found to positively and significantly affect purchase behaviour (β = 0.321, p = 0.001), indicating that consumers are more likely to make online purchases when they perceive reviews as credible and reliable. The regression model demonstrated substantial explanatory power, accounting for 47.9% of the variance in purchase behaviour (R² = 0.479). Further, the independent sample t-test results indicate that users of Amazon exhibit significantly higher levels of trust compared to users of Flipkart. The study further highlights that review credibility, authenticity, review quantity, and perceived transparency strongly shape transactional confidence among Indian Generation Z consumers. In the Indian digital marketplace, where consumers increasingly rely on peer-generated content before making purchasing decisions, trustworthy review systems play a strategic role in enhancing customer engagement and platform loyalty. The study contributes to the growing literature on digital consumer behaviour in India by empirically validating the relationship between online reviews, trust, and purchase behaviour among Gen Z consumers. The findings provide valuable implications for e-commerce companies, marketers, and policymakers to strengthen review management systems, improve transparency, and foster long-term consumer trust in India’s evolving digital economy.