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VOL. 12, ISSUE 2 (2026)
The influence of online reviews on consumer purchase decision with special reference on electronic gadgets
Authors
Ponmegala J, Dr. S Suguna
Abstract
This study explores the influence of online
reviews on consumer purchase decisions, focusing on electronic gadgets. In the
digital era, consumers rely heavily on ratings, feedback, and shared
experiences before making purchases. The study aims to examine how review
credibility, content, and star ratings shape trust and decision-making. Primary
data were collected using a structured questionnaire from diverse respondents.
Tools such as percentage analysis, Likert scale, and correlation were applied.
Findings show most respondents read reviews before buying and value verified
feedback and high ratings. Positive reviews encourage purchases, while negative
ones discourage decisions. Correlation results indicate no significant link
between demographic factors and review influence. The study suggests businesses
ensure transparency, authenticity, and accurate information in reviews.
Encouraging genuine customer feedback and monitoring fake reviews can
strengthen trust. Overall, online reviews significantly impact consumer
behavior and improve purchase confidence and satisfaction. The introduction
highlights the growing importance of digital platforms in influencing buying
behavior. Findings emphasize that frequent review usage builds confidence and
reduces uncertainty among consumers. Suggestions include improving review
filtering systems, promoting verified purchases, and educating users about
identifying reliable content. Companies should also respond to feedback to
enhance engagement and loyalty. This study provides valuable insights for
marketers and researchers in understanding modern consumer behavior.
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Pages:4-6
How to cite this article:
Ponmegala J, Dr. S Suguna "The influence of online reviews on consumer purchase decision with special reference on electronic gadgets". International Journal of Commerce and Management Research, Vol 12, Issue 2, 2026, Pages 4-6
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