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Stream/Area:
-
Subject:
-
Paper ID:
IJSREM67090
Volume:
10 |
9 |
Sep 2026
Pages:
1-4
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.
MASTER OF BUSINESS ADMINISTRATION
VELS INSTITUTE OF SCIENCE ,TECHNOLOGY & ADVANCED STUDIES (VISTAS)
MASTER OF BUSINESS ADMINISTRATION
VELS INSTITUTE OF SCIENCE ,TECHNOLOGY & ADVANCED STUDIES (VISTAS)
In today's digital marketplace, online reviews, ratings and testimonials have become a central source of information that shapes what customers buy. This study examines the influence of online reviews on customer purchase decisions, with Theta Zero, a digital marketing and data analytics company, as the context. The study focuses on how much customers rely on reviews, which elements of a review (rating, recency, detail and reviewer credibility) matter most, how demographic factors affect this reliance, and how businesses can use review data to strengthen trust and drive sales. Descriptive research was carried out for this study using primary and secondary data. A structured questionnaire covering 25 statements on a five-point scale was distributed among 50 respondents selected through the convenience sampling technique. Secondary data were drawn from journals, research articles, industry reports and reputed websites on online reviews, e-commerce and consumer behaviour. The data were analysed using percentage analysis, mean scores, cross-tabulation with the Chi-Square test, and one-way ANOVA. The findings show that online reviews have a considerable, above-neutral influence on purchase decisions (overall mean = 3.87), that age is significantly associated with the habit of reading reviews before purchase, and that respondents remain moderately cautious about review authenticity, underlining the need for businesses to encourage genuine reviews and respond actively to customer feedback.
KEYWORDS
The study concludes that online reviews have become an essential source of information for consumers and an important strategic tool for businesses. With an overall mean score of 3.87, online reviews were found to significantly influence purchase decisions, and age emerged as the key demographic factor affecting review-reading behaviour. Companies such as Theta Zero should continue to monitor, analyse and manage customer reviews effectively to strengthen brand reputation, build customer trust, and support better business decision-making.
1. Rahmawati et al. (2025). Consumer reliance on online reviews and reviewer credibility. 2. Rachmiani et al. (2024). Impact of online reviews on consumer purchase decisions. 3. Kee et al. (2023). Trust, perceived risk, and purchase decisions in online shopping. 4. Ahn, J., & Lee, H. (2024). Review ratings and purchase intentions. Journal of Theoretical and Applied Electronic Commerce Research. 5. Chen, J., Samaranayake, P., Cen, X., Qi, M., & Lan, Y. (2022). Consumer attention to online reviews. Frontiers in Psychology. 6. Kotler, P., & Keller, K. L. (2022). Marketing Management (16th ed.). Pearson Education. 7. Schiffman, L. G., & Wisenblit, J. (2021). Consumer Behavior (13th ed.). Pearson.
Publication Date
9/3/2026
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.
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