International Journal of Economics and Business Management Research

The rapid growth of e-commerce platforms and digital technology has significantly transformed consumer buying behaviour. Online reviews and ratings have become important factors influencing customer purchase decisions in online shopping platforms. Consumers depend on customer feedback, product ratings, and online recommendations before purchasing products and services. The present study focuses on analysing how online reviews and ratings influence buying decisions among consumers in Mayiladuthurai. The study aims to understand the importance of online reviews, the impact of product ratings, customer trust in review systems, and the influence of positive and negative reviews on purchase decisions. Primary data were collected from 160 respondents through a structured questionnaire using convenience sampling technique. Statistical tools such as percentage analysis, mean analysis, correlation analysis, chi-square analysis, and One-Way ANOVA were used for analysing the collected data with the help of SPSS software. The findings reveal that most consumers check online reviews before purchasing products and prefer products with higher ratings. Positive reviews increase customer confidence, while negative reviews discourage purchase decisions. The study concludes that online reviews and ratings play a significant role in influencing consumer buying behaviour and purchase decisions in the digital marketplace.