The Influence of Customer Generated Reviews on Purchase Intentions among Business Students in the Philippine E-Commerce Market

This study examined the impact of customer-generated reviews on the purchase intentions of business students in the Philippine e-commerce market, specifically at Eastern Samar State University Guiuan Campus. A quantitative descriptive-correlational research design was employed. Data were gathered through a structured questionnaire distributed to 267 business students during the first semester of the 2025–2026 academic year. The rapid expansion of e-commerce in the Philippines has increased reliance on customer-generated reviews (CGRs) in consumer decision-making. This study examined the influence of CGRs—accuracy, completeness, and timeliness—on purchase intentions among business students at Eastern Samar State University–Guiuan Campus. Guided by the Theory of Planned Behavior, a quantitative descriptive-correlational design was employed. Using proportionate stratified random sampling, 267 business students were surveyed through an adapted questionnaire. Data were analyzed using weighted mean and Pearson’s r. Results revealed that students perceived reviews as accurate (M=3.66), complete (M=3.76), and timely (M=3.75), with an overall moderate purchase intention (M=3.95). Significant positive relationships were found between accuracy (r=.553), completeness (r=.589), timeliness (r=.610), and purchase intention (p<.001). Timeliness emerged as the strongest predictor. The study concludes that credible and recent reviews significantly influence online purchasing decisions. E-commerce platforms should prioritize authentic, detailed, and updated review systems to enhance consumer trust. The findings revealed that students generally perceived customer reviews as accurate, complete, and timely. A significant positive relationship was found between each of these review dimensions and purchase intention, with timeliness showing the strongest influence, followed by completeness and accuracy. These results underscore the critical role of customer-generated reviews in shaping consumer trust and purchase decisions in digital marketplaces.