‘Online reviews and ratings’ impact on purchasing decisions

The growth of internet and internet technologies had made changes to how people think, how people prefer and people started giving more preference for convenience than ever before. These advances has also made changes to the way people communicate and because of this Word Of Mouth (WOM) communication has taken a shift towards e-Word Of Mouth (eWOM), this has resulted in generation of online information about products and services and feedback of products and services which we call it has as reviews and ratings. The current study aims at finding effect of reviews and ratings on purchase decisions of consumers in e-retail. The study has considered people above the age of 18 and people who have done online shopping (e-commerce). We have used simple random sampling and collected data from 205 people. The study has found that the type of reviews, quality and quantity has significant effect on purchase decision of consumers.