Impact of reviews in e-commerce platforms on customer behavior: A case study of the Arab market

The study investigates the impact of electronic reviews (e-reviews) on consumer purchasing behavior in Arab markets, considering the moderating role of customer characteristics. It is based on a sample of 490 participants from seven countries, including Bahrain, Egypt, Jordan, Kuwait, Qatar, Saudi Arabia, and the UAE, with equal weighting for each market in the second quarter of 2024. The study uses a comprehensive questionnaire based on a 5-point Likert scale and analyzes data using descriptive and inferential statistics, including ANOVA and hierarchical regression. The study found a significant positive correlation between e-reviews and online purchasing behavior. The results highlight the importance of demographic characteristics in moderating the relationship between e-reviews and consumer behavior. The findings suggest that younger consumers, females, and those with higher educational levels tend to place greater importance on e-reviews when making purchasing decisions. The study provides implications for marketers and researchers in future studies.