The Impact of Online Reviews on Student Purchase Decisions: A Case Study of Nigerian Students at Lagos State University

In today’s digital world, online reviews significantly influence consumer behavior. This research investigates how online reviews affect the purchasing choices of students at Lagos State University (LASU) in Nigeria. The study uses both primary and secondary data, gathering information through surveys completed by LASU students. By combining numerical data with personal insights from focus group discussions, the research evaluates how online reviews shape student buying habits. A total of 300 surveys were distributed, resulting in 288 completed forms, with 282 deemed valid, achieving a high response rate of 94%. The survey’s reliability was strong, with a Cronbach alpha value of 0.8956, well above the acceptable threshold of 0.70. Experts in management and marketing confirmed the content’s validity. Data analysis involved descriptive statistics, percentages, and t-tests. Findings indicate that many students at LASU rely on online reviews for their purchasing decisions. Reviews that seem credible, featuring detailed comments and positive ratings, have a significant effect on these choices. There is a clear link between students’ likelihood to buy and their views on the trustworthiness of online reviews. Additionally, more positive reviews lead to higher chances of purchase among LASU students. These insights are valuable for researchers and practitioners in Nigeria’s economy.