Abstract
This research article aims to investigate the influence of online reviews on consumer purchase decisions in the context of e-commerce platforms. With the rapid growth of e-commerce and the increasing popularity of online shopping, consumers heavily rely on the opinions and experiences of others shared through online reviews before making purchasing decisions. This study examines the factors that contribute to the impact of online reviews on consumer behavior, including credibility, valence, volume, and reviewer characteristics. Through a comprehensive analysis of existing literature and empirical research, this article provides insights into the significance of online reviews and offers suggestions for businesses to effectively manage and leverage this influential tool to enhance customer satisfaction and increase sales. It provides valuable insights for businesses and marketers on the significance of online reviews and offers practical recommendations for leveraging this influential tool to enhance customer satisfaction, increase sales, and gain a competitive advantage in the e-commerce industry.
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