Name: Mithuna R & R Girinath
Country: India

Year: 2026
Volume: Volume-11, Issue-1, January-June 2026
Page Number: 299-305
DOI: https://doi.org/10.5281/zenodo.19693638

ABSTRACT
This study investigates the impact of online reviews and ratings on the purchase decisions of consumers in Coimbatore district, Tamil Nadu. Using a descriptive research design and primary data collected from 110 respondents through a structured questionnaire, the study examines three core dimensions: the general influence of reviews on purchase decisions, the determinants of trust and credibility of reviews, and the effect of review valence (positive or negative nature) on purchase intention. Simple percentage analysis was employed as the primary statistical tool. The study finds
that 75.4% of respondents regularly consult online reviews before purchasing, and 72.7% are highly influenced by star ratings. The average agreement level across all twenty Likert scale statements stands at 72.7%, well above the acceptance threshold. All three null hypotheses are rejected, confirming that reviews and ratings significantly influence purchase decisions, that trust factors including reviewer credibility, review volume, and recency significantly shape perceived helpfulness, and that review valence significantly affects consumer purchase intention in Coimbatore district.

Keywords: Online reviews, Star ratings, Purchase decision, eWOM, Consumer trust, Review valence, E-commerce, Coimbatore, India