The impact of online consumer reviews on purchase intentions for electronic products

Pooja Katyal (), Reetika Sehgal () and Anand Kumar Gupta ()
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Pooja Katyal: United University
Reetika Sehgal: DIT University
Anand Kumar Gupta: United University

International Journal of System Assurance Engineering and Management, 2025, vol. 16, issue 9, No 15, 3178-3197

Abstract: Abstract In today’s digital era, online consumer reviews (OCRs) significantly influence purchasing decisions, especially for electronic products, which require careful evaluation due to their technical features, cost, and durability. This study examines the impact of OCRs on consumer purchase intentions for electronic products on e-commerce platforms. Using a quantitative research approach, data was collected from 227 respondents in India through a five-point Likert-scale questionnaire, which included open-ended questions on three key factors: online review credibility, reviewer credibility, and platform credibility. Cronbach’s Alpha was used to assess data reliability, and factor analysis was performed to identify the key determinants affecting purchase intentions. The findings reveal seven critical components of OCRs that shape consumer purchase intentions: website experience, review reliability, risk reduction, product evaluation, purchase motivation, trust enhancement, and ease of purchase. The study also discusses the Elaboration Likelihood Model, which supports the role of OCRs in consumer decision-making. These insights contribute to existing research while offering practical implications for e-commerce managers seeking to improve their online reputation and build consumer trust. The study concludes with its limitations and suggestions for future research.

Keywords: Electronic word of mouth (eWOM); Online consumer reviews (OCRs); e-commerce websites; Electronic products; Exploratory factor analysis (EFA) (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1007/s13198-025-02850-0

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