Publisher's Synopsis
Research Paper (undergraduate) from the year 2024 in the subject Business economics - E-Commerce, grade: A, course: B.Com. International Accounting and Finance, language: English, abstract: This study evaluates the credibility of online reviews and their impact on consumer purchase intentions. A quantitative research design was employed, utilizing an online structured questionnaire to collect data from 120 respondents through a non-probability convenience sampling method. The objectives of the study are: To identify key factors that contribute to the credibility of online reviews. To examine the impact of credible online reviews on consumers' purchase intentions. To identify problems consumer's encounter when using online reviews to make purchase decisions. The credibility of online reviews is of paramount importance for businesses in the digital age, as it directly influences consumer trust, purchase decisions, and overall brand loyalty. Online reviews have become a cornerstone of consumer behaviour, serving as a primary source of information for evaluating products and services. As such, businesses that can identify and respond to the factors that contribute to review credibility are better positioned to build strong and lasting relationships with their customers. Credible reviews are those perceived as authentic, unbiased, and relevant to the consumer's needs. Factors that influence credibility include the identity and perceived expertise of the reviewer, the quality and specificity of the content, and the balance between positive and negative feedback. Consumers tend to trust reviews that appear genuine, provide detailed insights, and avoid extreme bias. By contrast, reviews that seem overly promotional, vague, or suspiciously consistent with others may raise doubts about their authenticity. Understanding these dynamics is critical for businesses aiming to navigate the complexities of online reputation management.
