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Impact of Customer Reviews and Ratings On Online Purchasing Decisions And Conversion


Nazar H.Phulpoto, Sajid H. Mirani, Farhan A. Soomro, Mansoor A. Soomro, M. Younis Metlo,Umair Khalid, Zuhaibuddin


Vol. 19  No. 10  pp. 196-202


Now days, understanding how people make purchasing decisions in digital era are of growing importance for researchers and marketers. Customer’s reviews and ratings are important for better understanding of customers and improving services. Whereas, Consumer’s reviews and ratings are available online for wide range of products and services. This Study investigated how average consumer ratings, product attributes, and consumer reviews in?uenced on the online purchasing decisions of buyers. In line with previous research, study found that buyers use all types of information on online purchasing they clearly preferred products with better attributes and with higher average consumer ratings. It has been found that the buyer preferences can be changed for the higher-rated products, if the product is overridden by a rich negative or positive review.


Online purchase decisions, customer reviews, ratings and conversion.