CONSUMER PURCHASE INTENTION IN E COMMERCE: THE IMPACT OF ONLINE REVIEWS AND E WORD OF MOUTH

The fast growth of e-commerce has made online reviews an important factor influencing consumers buying decisions. This study focuses on understanding the effect of online reviews and star ratings on the purchase intention of consumers in Coimbatore District. A descriptive research design was used for the study. Data were collected from both primary and secondary sources, with primary data obtained through a structured questionnaire. The study population consisted of online shoppers, and the number of valid responses was taken as the sample size. Statistical tools such as percentage analysis and ANOVA were applied to analyze the data. The results show that online reviews strongly affect consumers’ confidence, trust, and final purchase decisions. Positive reviews and higher star ratings increase purchase intention, while misleading reviews reduce consumer trust. The study concludes that online reviews play a key role in shaping consumer behaviour and suggests that businesses should ensure the credibility of reviews to improve customer trust and sales.