Evaluating the influence of customer reviews and consumer trust on online purchase behavior

With the evolution of new-age technology, consumers make up the significant influence for consumer behavior and purchasing decisions. This study explores complex interplay between consumer decision-making in brand choice and end-user verdicts. The power of collective consumer opinions, with the help of social media and online pledge, has never been available in such a great scale for consumers. We estimate peer reviewed comments’ effects on consumer perceptions and trust, which in turn affects consumers’ attitudes and purchases. This study is to evaluate the customer reviews relevance, authenticity as well as legitimacy. Transaction cannot be processed without their verification as if customer was not happy with the product claimed that is irrelevant, unjustified to the extent of misleading. It investigates the reasons behind the seemingly misplaced faith most customers put on peer reviews and testimonials. The study explores how online review aggregators and aggregate review platforms help contribute visibility and access to customer reviews and how these aggregates affect consumer behavior. There have been several studies done showing how important customer reviews are for brand loyalty and reputation. The positive reviews are strong testimonials that encourage potential purchasers to trust you. On the other hand, negative reviews can drive consumers away and towards a rival brand. It also examines the phenomenon of fake reviews and its repercussions on consumer trust and brand authenticity. It also explores how numerous factors — product type, brand reputation, volume of reviews moderate review impact. It explains how consumers wade through mountains of input to be able to make smart decisions, tiptoeing their way to find and use consumer feedback.