IMPACT OF ONLİNE CUSTOMER REVİEWS ON CONSUMER PURCHASE DECİSİONS İN E-COMMERCE

Abstract

This study investigates the impact of online customer reviews on consumer purchasing decisions in the e commerce environment. Through a survey of various demographic groups, the research analyzes consumer attitudes towards online reviews and examines the influence of factors like review frequency, star ratings, and review volume on purchase confidence. Bayesian statistics and a one sample t test reveal that consumers place significant trust in positive reviews and high star ratings when making purchase decisions, especially among younger demographics. The results suggest practical implications for businesses, such as encouraging customer feedback and balancing star ratings with detailed reviews to build consumer trust. Limitations and suggestions for future research are discussed.