THE ROLE OF ONLINE REVIEWS ON SHOPPING APPS IN INFLUENCING PURCHASE DECISION AMONG YOUNG ADULTS IN BHOPAL

Online reviews now play a big part in how consumers make buying choices across shopping apps. This research examines how positive and negative reviews affect customers and shows how visual details in reviews plus product reviews and trust levels lead buyers to make decisions. Customers make purchases more often through positive reviews than negative ones and visual elements boost their trust and buying readiness. Customers base their purchase decisions on product reviews and trust more extensively when reviews reach a high volume. Customers depend on online reviews differently when buying specific products such as clothing, accessories and skincare. People trust shopping apps more than any other platform when buying things online. This research helps e-commerce companies improve their review handling systems to build customer trust while helping shoppers make better buying choices.