A STUDY ON EFFECT OF ONLINE REVIEWS & RATINGS ON BUYING DECISIONS

Abstract

Most people now check what others say about items before clicking buy. Because shoppers can’t touch or test things themselves online, they look at star scores instead. Feedback left by past buyers acts like a hint about whether something works well. Sometimes a single comment changes someone’s mind completely. Trust grows when multiple voices describe similar results. A person might ignore perfect scores if nobody explains why. Oddly enough, low ratings with clear details feel more honest than glowing ones. The way comments are worded matters just as much as the number next to them. Past purchases guide future choices more than ads do. Digital footprints left by strangers quietly steer decisions every day. This study uses a descriptive method, relying on firsthand information gathered via a carefully designed survey. Most shoppers look at reviews prior to buying, focusing not only on star scores but also on how many people have written feedback. Trust grows when the comments are thorough, come from confirmed buyers, or were posted recently. Hesitation creeps in when unfavourable opinions appear, sometimes causing buyers to pause or rethink what they plan to buy. What matters tends to shift depending on how fresh or specific those negative remarks feel. Surprisingly, people feel less unsure when they see what others say about items online. A solid rating helps them weigh options across different choices. Confidence grows stronger once shoppers spot plenty of good comments. High scores pull attention more easily than unknown or low-rated picks. When few voices speak up - or worse, negative ones pile on - doubt creeps in fast. What customers write themselves now steers how others decide to buy. Nowhere is the shift more clear than in how people choose what to buy. Reviews once played a background role but now sit at the heart of choices made online. What happens next often depends on what others have said before. E-shops must keep feedback real by inviting honest opinions without pushing false praise. Openness matters because buyers notice when details are hidden or tweaked. Trust grows slowly yet breaks fast if something feels off. Sales tend to follow where credibility leads, even if quietly.