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Stream/Area:
-
Subject:
-
Paper ID:
10.55041/IJSREM.GSTCOS102
Volume:
10 |
7 |
Jul 2026
Pages:
1-7
Publication Frequency:
Monthly (12 issues per year)
License:International Journal of Scientific Research in Engineering and Management follows the Creative Commons Attribution 4.0 (CC BY 4.0) License, allowing free use and distribution with proper attribution.
Department Of MBA,
CMR Institute of Technology, Hyderabad, Telangana,
Department Of MBA,
CMR Institute of Technology, Hyderabad, Telangana,
Online reviews and ratings have become critical information sources in e-commerce because they reduce uncertainty, provide social proof, and shape consumer trust before purchase. On platforms such as Flipkart, customers frequently depend on star ratings, written reviews, review volume, and verification cues to evaluate product quality and seller reliability. This study examines the impact of online reviews and ratings on consumer buying behaviour with reference to Flipkart in Hyderabad city. Primary data was collected from 150 Flipkart users through a structured questionnaire. The study specifically evaluates the importance of product ratings in purchase decisions, the effect of negative reviews on consumer behaviour, and the level of trust placed in verified versus non-verified reviews. Statistical tools such as percentage analysis, mean score analysis, chi-square test, correlation, and regression were used to interpret the data. The results show that ratings significantly influence product selection, negative reviews strongly discourage purchase, and verified reviews are trusted more than non-verified reviews.
KEYWORDS
Online reviews and ratings significantly shape consumer buying behaviour on Flipkart in Hyderabad. The study shows that star ratings act as an initial quality filter, while detailed written reviews guide final product choice. Negative reviews substantially increase perceived risk, leading many consumers to avoid or postpone purchases. Trust in verified reviews is clearly higher than in non‑verified reviews, underlining the importance of authenticity cues. Statistical analysis confirms that both rating importance and review credibility have a strong positive influence on purchase intention. Therefore, transparent, credible review systems are essential for sustaining consumer trust and improving conversions on e‑commerce platforms.
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Publication Date
7/4/2026
Peer Review Type
Double-Blind Peer Review
Review Rounds: 2
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Conflict of Interest
The authors declare no conflict of interest related to this research work.
Funding Information
No funding information available for this research.
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