This study investigates the influence of online customer reviews on consumer purchase decisions on Amazon within the Indian market. Employing a descriptive, quantitative approach, data were collected through structured questionnaires from 170 respondents, focusing on review attributes such as sentiment, credibility, volume, regency, and multimedia content. The findings reveal that a majority of consumers (95.3%) read reviews prior to purchasing, with positive reviews exerting the strongest influence on purchase intent. Most respondents trust Amazon reviews (52.4%) and consider reviews with images or videos more impactful than text alone. Additionally, nearly 82% reported changing their purchase decisions based on reviews, highlighting the significant role of online feedback in shaping consumer behavior. These insights underscore the importance for businesses to strategically manage and leverage online reviews to enhance trust, drive sales, and foster long-term customer engagement in the competitive e-commerce landscape.
Gobbilla et al. (2025) studied this question.