Neha Rani
Commerce
December 2024
This research investigates how star ratings, customer reviews, and other material affect the purchasing decisions of consumers. The study uses 200 observations to quantify the impact that positive, middling, and negative evaluations will have on buyer choices for product, service, and even logistics ratings. The current study's findings indicate that while poor reviews and unfavourable comments have less of an effect on customer behaviour, positive assessments have a greater effect. Moreover, adding images and comments to products aids in the development of buying habits since engaging material is a crucial component. Complex relationships can be found in both product ratings and overall reviews. An overwhelming review could be detrimental to it, even though a very low rating might even undermine customer faith. Regression research shows that, even when reviews and ratings are taken into account, quality and balance are important factors that affect the consumer's choice. Thus, the study's findings indicate that maintaining quality at its current level is crucial for influencing positive consumer purchasing behaviour
472- 486
© Airo Journals 2021
