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PAPER ID:IJIM/Vol. 10 (IV)/ August/30-36/5
AUTHOR: Ishika Chugh
TITLE : THE RELATIONSHIP BETWEEN ONLINE REVIEWS AND RATINGS AND CONSUMER TRUST PERCEPTION: AN ANALYSIS
ABSTRACT: In the digital marketplace, consumer trust plays a significant role in influencing buying behaviour. This research paper examines the impact of online reviews and ratings on consumer trust in e-commerce platforms. With the proliferation of digital marketplaces, it has become very important for businesses to understand that user generated reviews, credibility, quantity, valence of reviews, along with star ratings have become key determinants in shaping perception of the consumer and their purchase intentions. Through a combination of literature review and empirical analysis, this study investigates the relationship between different dimensions of reviews:- authenticity, recency and profile of reviewer along with ratings to influence trust formation. The findings show that consumers will put more trust in product and services with consistent, detailed and favourable consumer testimonials supported by excellent aggregate ratings. Furthermore, authenticated reviews and perceived reviewer expertise plays an important role in elevating the perception of creditworthiness. This research offers actionable insights for businesses as well as platform developers to optimize their review systems, thereby cultivating greater consumer trust and promoting active engagement.
KEYWORDS : Consumer trust, Digital consumer behaviour, Online reviews, Consumer ratings, Trust perception, Electronic word of mouth, Online purchase decision, Digital consumer behaviour, Influence of reviews