Examining the Effect of Online Customer Reviews on Consumer buying Behaviour

The rapid growth of e-commerce has transformed consumer shopping behavior, making online platforms a primary channel for purchasing goods. This study aims to understand online customer behavior and examine the influence of customer reviews on purchasing decisions. Through survey-based research, it was found that a significant number of consumers rely on reviews to evaluate product quality, credibility, and value before making a purchase. Positive reviews enhance customer trust and encourage buying, while negative reviews can deter potential buyers. The findings highlight the critical role of customer feedback in shaping purchasing behavior, providing valuable insights for e-commerce businesses to improve customer engagement, satisfaction, and marketing strategies.