A Study on Impact of Online Reviews and Ratings Towards Consumer Buying Behaviour in Ecommerce Platform With Special Reference to Tirupur City

This research examines how online reviews and ratings affect consumers' purchasing decisions on e-commerce platforms, with a focus on Tirupur City. Consumer awareness, trust, impressions, and purchasing decisions are greatly influenced by online reviews and ratings, particularly in digital marketplaces where it is impossible to physically evaluate products. In order to make well-informed purchases, consumers now mostly rely on reviews found on e-commerce platforms as a type of electronic word-of-mouth (e-WOM). Their preferences and purchase intentions are influenced by these reviews. The study's primary goal is to comprehend how consumer behaviour and decision-making processes are impacted by elements like star ratings, review authenticity, review number, verified purchase reviews, positive and negative comments, and false reviews. The study emphasizes the value of online reviews and ratings as a crucial information source that enhances consumer confidence, lowers perceived risk, and facilitates better e-commerce platform purchasing decisions