The Influence of Customer Reviews on Purchase Decisions

Abstract

Ultimately, it is evident that social media has become an exceedingly significant aspect of individuals' lives in the contemporary era. Consumers dedicate a significant amount of time on social media platforms to acquire a plethora of crucial information. They address a broad spectrum of topics and depend on social media as a source for some of their content. Due to the emergence of advanced technology, clients are now well-versed not only in social media but also in many websites and applications available for online transactions. The study's results indicate that an overwhelming majority of participants engage in online shopping using various applications and websites. Prior to making purchasing judgments, buyers have a preference for perusing evaluations and ratings, while also taking into account a few other factors. Moreover, research has demonstrated that a significant proportion of buyers not only rely on reviews and ratings to obtain adequate information about items, but also find them influential in their purchasing decisions. Moreover, a significant number of consumers place their trust in these reviews and ratings. Consumers place their trust in online reviews and ratings, particularly when they are provided by their preferred reviewer or influencer, as they believe this significantly increases the likelihood of making a purchase. Another discovery revealed that customers' levels of trust varied across
different educational groups. Although we have identified numerous potential options, it has been demonstrated that reviews and ratings exert minimal impact on consumer buying choices. This difficulty arises due to the fact that consumer purchase decisions are not solely influenced by reviews and ratings. Additional factors encompass feedback from acquaintances and relatives, promotional and publicity efforts, insights acquired from past encounters, patrons' financial resources and way of life, and allegiance to a certain brand. Ultimately, one may claim that evaluations and ratings greatly influence consumer purchase decisions, as buyers perceive them as a reliable and trustworthy source of information.
Keywords: influence of customer, reviews on purchase decisions, significant proportion of buyers