SHAPING PURCHASE PATHS: THE INFLUENCE OF ONLINE REVIEW ENGAGEMENT ON BUYING CHOICES

Management and Commerce

This study investigates the influence of online review engagement on consumer trust and purchase decisions among online shoppers. Using data from 374 survey respondents, it analyzes how specific review attributes—such as perceived product quality, reviewer credibility, expertise, and consistency—affect consumer perceptions and actions. The findings highlight that frequent, emotionally resonant, and in-depth engagement with reviews significantly shapes purchase decisions. While review sentiment had a moderate impact, it still contributed positively. Online reviews also played a key role in lowering perceived risks by offering detailed information, diverse viewpoints, experience-based insights, and trustworthy product ratings. Statistical analysis revealed notable differences in review engagement effects based on educational attainment and preferred shopping platforms. A strong and significant relationship was established between online review engagement and purchase intention. The study concludes that online reviews are essential in shaping consumer behavior in digital marketplaces. It recommends that e-commerce platforms prioritize authentic, diverse content, spotlight credible reviewers, and boost both emotional and cognitive engagement using visual and narrative features. Marketing strategies should be tailored to match consumer demographics and platform preferences to maximize impact. These insights offer valuable implications for online sellers aiming to enhance consumer trust and drive sales performance.

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