A study on influence of consumer reviews on online purchase behaviour

Abstract

This research explores how online consumer feedback affects buying habits, concentrating on its impact on how shoppers view products and make purchases on the internet. With the rise of digital shopping platforms, online feedback has become a crucial source of information that affects consumer trust, guiding their decisions by offering insights into the quality and dependability of products. In this study, a total of 81 samples were gathered from a random public to conduct an analysis on the effect of online feedback. The research employs the appropriate use of SPSS statistical software to analyze the data through multiple logistic regression and chi-square tests to meet the research goals. The results from SPSS provide definitive answers to the research questions. This study deepens our understanding of consumer behavior in online shopping, providing important insights for companies looking to improve customer satisfaction by effectively managing and utilizing online feedback.