THE The Role Of Trustworthiness And Credibility In Customer Reviews On The Purchase Behavior Of Electronic Goods

The study explores how online reviews and ratings influence the purchase intentions of consumers in the context of electronic goods. Research Methodology: The study was conducted in Villupuram district, Tamil Nadu, encompassing both urban and rural populations. Study Area: Villupuram district consists of 9 taluks, 928 villages, 2 municipalities, 8 town panchayats, and 688 village panchayats. The research primarily targeted college students in Villupuram who engage in online shopping, offering a diverse demographic profile. Sample Size: The study included 2,635 participants, comprising both students and faculty members. Of these, 413 respondents were identified as active online shoppers. Sampling Technique: A purposive sampling approach was used to select individuals who frequently shop online, ensuring a relevant and targeted sample for the research.