Shaping Consumer Decisions in the Digital Era: The Impact of Online Reviews and Ratings on Purchase Intention in Bangalore

Abstract

This study investigates the impact of online reviews and ratings on consumer purchase intention with a focus on urban consumers in Bangalore. Using a structured questionnaire, data were collected from 192 respondents and measured on a five-point Likert scale. The independent variables included perceived trust, star ratings, review helpfulness, review volume, and review valence, while purchase intention was the dependent variable. Descriptive statistics revealed that most respondents recognized the importance of online reviews in shaping their buying decisions. Correlation analysis showed strong positive associations between the independent variables and purchase intention, particularly for perceived trust and star ratings. Regression analysis further confirmed the predictive strength of the model, with indicating that 58% of the variance in purchase intention is explained by the selected variables. Demographic analysis revealed that younger consumers and higher-income groups demonstrated greater reliance on online reviews. These findings underscore the significant role of digital feedback in influencing consumer behavior, suggesting that businesses should invest in transparent, credible, and easily accessible review systems to strengthen consumer trust and drive purchase decisions.