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TRUST IN THE DIGITAL AGE: THE IMPACT OF ONLINE REVIEWS AND RATINGS ON PURCHASE INTENT

AUTHORS:
H.Ajay Kumar
Mentor
Dr. Mahadevan M
Affiliation
Department of Management, School of Commerce and Management, Mohan Babu University, Tirupati, Andhra Pradesh, India
DOI: 10.55041/ijsmt.v2i4.393
CC BY 4.0 License:
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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Abstract

In the digital age, online reviews and ratings have become powerful determinants of consumer purchase decisions. This study explores how digital trust is formed through user-generated content, including star ratings, textual reviews, and review authenticity cues. Drawing on consumer behavior theories, the research examines the psychological processes influencing how consumers interpret online information, the perceived credibility of reviewers, and the role of social proof in shaping purchase intent. The study also investigates the impact of negative versus positive reviews, the influence of review volume and recency, and the moderating effects of product type, platform design, and consumer skepticism. Findings suggest that trust in online reviews significantly enhances purchase intention, but the presence of fake or manipulated reviews can weaken consumer confidence and lead to decision uncertainty. The study concludes by emphasizing the need for transparent review systems, platform accountability, and digital literacy among consumers to ensure informed and reliable decision-making e-commerce environments

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PUBLICATION DETAILS
Review Type:
Double-Blind Peer Review
License:
CC BY-NC 4.0
Volume/Issue:
Volume 02, Issue 04
Review Rounds:
2
Article Type:
Research Article
Publication Date:
Apr 19 2026
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Kumar, H. (2026). Trust in the Digital Age: The Impact of Online Reviews and Ratings on Purchase Intent. International Journal of Science, Strategic Management and Technology, 02(04). https://doi.org/10.55041/ijsmt.v2i4.393

Kumar, H.Ajay. "Trust in the Digital Age: The Impact of Online Reviews and Ratings on Purchase Intent." International Journal of Science, Strategic Management and Technology, vol. 02, no. 04, 2026, pp. . doi:https://doi.org/10.55041/ijsmt.v2i4.393.

Kumar, H.Ajay. "Trust in the Digital Age: The Impact of Online Reviews and Ratings on Purchase Intent." International Journal of Science, Strategic Management and Technology 02, no. 04 (2026). https://doi.org/https://doi.org/10.55041/ijsmt.v2i4.393.

References
1.BrightLocal (2023). Local Consumer Review Survey 2023. BrightLocal Industry. https://www.brightlocal.com/research/local-consumer-review-survey/

2.Maslowska, E., Malthouse, E. C., & Bernritter, S. F. (2017). Too Good to Be True: The Role of Online Reviews' Features in the Probability of Buying. Journal of Product & Brand Management, 26(4), 360–374.. https://doi.org/10.1108/JPBM-06-2016-1248

3.Filieri, R., & McLeay, F. (2014). E-WOM and Accommodation: An Analysis of the Factors That Influence Travelers' Adoption of Information from Online Reviews. Journal of Travel Research, 53(1), 44–57.. https://doi.org/10.1177/0047287513481274

4.Shu, M., & Scott, N. (2014). Influence of Online Reviews on Consumers' Purchase Decisions: The Role of Reviewer Characteristics. International Journal of Hospitality Management, 38, 30–39.. https://doi.org/10.1016/j.ijhm.2014.01.001

5.Zhang, Z., Ye, Q., Law, R., & Li, Y. (2014). Research on the Influence of Online Reviews on Consumer Purchase Decisions. Electronic Commerce Research and Applications, 13(3), 181–191.. https://doi.org/10.1016/j.elerap.2014.03.005

6.Cheung, C. M. K., & Thadani, D. R. (2012). The Impact of Electronic Word-of-Mouth Communication: A Literature Analysis and Integrative Model. Decision Support Systems, 54(1), 461–470.. https://doi.org/10.1016/j.dss.2012.06.008

7.Gu, B., Park, J., & Konana, P. (2012). The Impact of External Word-of-Mouth Sources on Retailer Sales of High-Involvement Products. Information Systems Research, 23(1), 182–196.. https://doi.org/10.1287/isre.1100.0343

8.Racherla, P., & Friske, W. (2012). Perceived "Usefulness" of Online Consumer Reviews: An Exploratory Investigation. Journal of Retailing and Consumer Services, 19(3), 395–405.. https://doi.org/10.1016/j.jretconser.2012.03.005

9.Lim, K. H., & Chung, N. (2011). The Impact of Social Influence on Consumer Behaviour in the Context of Social Commerce. International Journal of Information Management, 31(5), 413–422.. https://doi.org/10.1016/j.ijinfomgt.2011.01.004

10.Mudambi, S. M., & Schuff, D. (2010). What Makes a Helpful Online Review? A Study of Customer Reviews on Amazon.com. MIS Quarterly, 34(1), 185–200.. https://doi.org/10.2307/20721420

 
Ethics and Compliance
✓ All ethical standards met
This article has undergone plagiarism screening and double-blind peer review. Editorial policies have been followed. Authors retain copyright under CC BY-NC 4.0 license. The research complies with ethical standards and institutional guidelines.
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