NAVIGATING THE DIGITAL TRUST PARADIGM: THE INFLUENCE OF ONLINE REVIEWS ON CONSUMER PURCHASING BEHAVIOR AND TRUST IN E-COMMERCE

Abstract

In the rapidly expanding digital marketplace, online reviews have become pivotal in shaping consumer purchasing decisions and trust in e-commerce platforms. This study investigates the relationship between online reviews and consumer trust, analyzing their influence on purchasing behavior through a structured survey of 100 online shoppers. Findings indicate that positive reviews significantly enhance trust, increasing purchase likelihood, while negative reviews deter consumers. Trust moderates this relationship, amplifying the influence of reviews on decision-making. Additionally, the perceived authenticity and credibility of reviews play a crucial role in trust formation, with consistent and detailed reviews being more persuasive. Interestingly, negative reviews, while often discouraging purchases, contribute to the perceived authenticity of the review system, as a mix of positive and negative feedback fosters transparency. Businesses must implement trust-building initiatives such as verifying customer feedback, engaging ethically with consumer concerns, and proactively managing online reputations to maximize the effectiveness of reviews. Future research should explore the long-term effects of review credibility and the impact of different review formats, such as expert reviews versus user-generated content, on consumer behavior. By elucidating the mechanisms through which online reviews shape trust and decision-making, this study provides valuable insights for businesses and policymakers aiming to optimize digital marketing strategies and enhance consumer engagement.