Influence of online reviews on purchase decision among customers of an online shopping platform

Abstract

This study sought to determine the influence of online reviews on purchase decisions among customers of an online shopping platform. Employing a descriptive-correlational design, data were gathered from 100 respondents in Jaro, Iloilo City, selected through quota sampling. The study aimed to determine the extent to which online reviews, such as content, star ratings, delivery service, and visual content, affected customer purchase decisions and whether demographic factors like age, sex, civil status, occupation, and income created significant differences in these influences. The findings revealed that online reviews significantly shaped how customers made their purchasing choices, with most respondents considering star ratings and detailed feedback essential for building trust in a product. Interestingly, factors like age and income did not drastically change how reviews were perceived, highlighting their universal importance. These insights underscore the critical role of online reviews in guiding decisions, fostering trust, and enhancing satisfaction. To maximize the benefits of this influence, the study recommended that businesses improve the credibility and accessibility of their review systems. It also suggested training programs and tools to better educate consumers on evaluating online feedback, empowering them to make more confident decisions.