ABSTRACT

This study aimed to investigate the relationship between online reviews and consumer purchase intentions, focusing on online shopping behaviors in Shanghai, China. Using survey data from 323 participants, the research examined the extent to which online review usage influences consumer purchase intentions. The analysis revealed significant positive relationships, with perceived quality showing the strongest correlation. The findings suggest that consumers who actively engage with online reviews are more likely to make informed purchase decisions, particularly regarding product quality, pricing, and brand awareness. However, challenges such as review trustworthiness, credibility, information overload, and content relevance were identified. To enhance the utility of online reviews, the study recommends incorporating personalized review recommendations, improving interactive tools, and encouraging users to provide balanced and constructive feedback. These improvements will help e-commerce platforms better support consumer decision-making processes and foster a more trustworthy online shopping environment.

Keywords: Consumer behavior, online reviews, purchase intentions
https://doi.org/10.57180/cqev5852