A STUDY ON EFFECT OF ONLINE REVIEWS ON PURCHASE DECISION

The Indian e-commerce industry has witnessed remarkable expansion in recent years, reshaping how consumers search for, evaluate, and purchase products. In this digital environment, online reviews have become a major influence on buying behaviour, often surpassing traditional advertising in credibility and impact. This study investigates the role of online reviews in shaping three essential dimensions of consumer behaviour: trust development, pre-purchase information search, and final purchase decision-making. As customers increasingly depend on peer and expert feedback to minimize uncertainty and strengthen confidence, understanding these interactions is crucial for marketers and businesses operating in digital marketplaces. The findings reveal that the tone and authenticity of online reviews substantially influence consumer trust and purchase intention, whereas demographic differences have a comparatively minor effect. By emphasizing the significance of genuine and reliable reviews, this research provides valuable insights into digital consumer psychology in India and offers strategic implications for e-commerce companies seeking to enhance trust, engagement, and satisfaction through effective online reputation management.