A Study on Consumer Purchasing Behaviour and ...

A Study on Consumer Purchasing Behaviour and the Influence of Online Reviews on Buying Decision with E Commerce Platform Reference with Tirupur City

Author Name : Ms. S. Devi, Ms. R. Sanhoshiya

ABSTRACT This study aims to explore the influence of online reviews and ratings on consumer purchasing behavior within the context of e-commerce platforms. As online shopping continues to surge globally, e-commerce platforms have become essential in shaping consumer decision-making processes. Among the key factors affecting consumer purchasing decisions, online reviews and ratings have gained significant importance. These reviews, shared by previous buyers, provide valuable insights into the product's quality, functionality, and overall experience, helping potential customers make informed decisions. The primary objective of this research is to investigate how online reviews (both positive and negative) influence consumer purchasing behavior and to identify the factors that contribute to the effectiveness of online reviews in guiding buying decisions. The study also examines the role of other e-commerce features, such as website design, trust, and product information, in influencing consumer behavior.