Navigating Consumer Confidence And Perceived Value Through Online Reviews: An In-Depth Investigation

Abstract

Online reviews shape consumer perception and influence purchase decisions, constituting a second opinion. Derived from the trust, these reviews impact purchase intent. A descriptive approach is ideal for this study on consumer trust and value in online reviews as it aims to measure data related to specific subjects. The research seeks to understand the relationship between consumer values, trust in reviews, and purchase intention, demanding a quantitative methodology. Primary data was collected through Google Forms, targeting readers of online reviews, using an existing scale from journals to design the questionnaire. Females shift feelings, and males prioritize purchase intent post reviews (t-test). Trust strongly drives purchasing, unaffected by age. Correlation affirms the close interrelation of values, attitude, and trust, underscoring their role in purchase intent. Limited research explores consumer values and trust's role in purchase decisions through online reviews, presenting an opportunity for deeper exploration. Amidst review manipulation, fairness and timing suffer, impacting consumer decisions. Reviews aid awareness but misrepresentations warrant caution. Abundant reviews indicate effectiveness, demanding careful and honest consumer input.