📄 Abstract
Online customer reviews and ratings have become a vital part of the digital shopping experience, shaping consumer behavior and decision-making. This study investigates the correlation between online customer reviews, ratings, and purchasing intention. The study employs quantitative analysis to explore the impact of review sentiment, star ratings, and review volume on consumers' likelihood to purchase, based on e-commerce transactions across multiple product categories. Results reveal that positive sentiment, high star ratings, and an optimal number of reviews significantly enhance purchasing intention, while overly polarized reviews or discrepancies between ratings and textual reviews create uncertainty. These findings highlight the importance of credible, detailed, and balanced reviews in fostering trust and driving sales.
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📚 How to Cite:
Ms. Vijayashri Machindra Gurme , ONLINE CUSTOMER REVIEWS AND RATINGS CORRELATION- PURCHASING INTENTION , Volume 12 , Issue 1, january 2025, EPRA International Journal of Economics, Business and Management Studies (EBMS) ,