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The Role of Online Reviews and Ratings in Shaping Virtual Shoppers’ Buying Behavior

 

 

EBNUL MAITHEEN

Rsearch scholar,karpagam  academy of higher education,Coimbatore

Guide Dr.j shanmughanandavadivel

 

 

Abstract

The increasing adoption of e-commerce has transformed the way consumers make purchasing decisions, with online reviews and ratings emerging as influential social factors in virtual shopping environments. This study examines the role of online reviews and ratings in shaping the buying behavior of virtual shoppers. Using a quantitative research approach, data were collected through a structured questionnaire administered to online shoppers. The study analyzes how review quality, review credibility, and star ratings influence consumer trust and purchase intention. The findings indicate that online reviews and ratings have a significant impact on virtual shoppers’ buying behavior by reducing perceived risk and enhancing confidence in purchase decisions. Positive reviews and higher ratings are found to strengthen consumer trust, while negative feedback can discourage purchase intentions. The study highlights the importance of effective review management strategies for online retailers and provides insights into how user-generated content influences consumer decision-making in digital marketplaces.

Keywords: Online Reviews, Ratings, Virtual Shoppers, Purchase Decision, E-commerce, Consumer Behavior

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