The Role of Customer Trust and Online Reviews in E-Commerce Purchase Decisions: A Study in Prakasam District

Author

Mr. Pamidimukkala Tulasi Ram, Dr. K. Krishna Rao


Abstract

 This study aims to examine the role of customer trust and online reviews in e-commerce purchase decisions. The study considers trust in e-commerce websites, payment security, product authenticity, delivery promises, brand reputation, return policies, and online review characteristics. The supplied questionnaire-response workbook contains 96 completed records. Descriptive analysis was conducted using frequency counts, percentages, and mean scores for five-point Likert-scale statements. The responses show that online reviews are common: 81.2% agreed or strongly agreed they read reviews before purchasing and 81.2% reported that positive reviews and high ratings make them more likely to purchase. The mean response for reading reviews was 4.38 out of 5. Trust-related responses were more varied: 50.0% agreed or strongly agreed they trust e-commerce websites to deliver products as promised. The results suggest that reviews are a main influence in the submitted respondents' purchase evaluations whereas trust in delivery and product-related assurances is more variable. Since the dataset does not identify respondents' district, the results should not be represented as district-specific until the sample location is verified.



Keywords

Customer trust; online reviews; e-commerce; purchase decision; consumer behavior; Prakasam District.



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References


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