author(s)
Manju Dubran

abstract
Online reviews have become a critical source of information influencing consumer purchasing behaviour in digital marketplaces. This study examines the impact of online reviews on consumer purchasing behaviour through a comprehensive review of secondary literature. Drawing on peer-reviewed studies published between 2015 and 2022, the research synthesises empirical evidence on how review characteristics such as valence, volume, credibility, usefulness, and reviewer attributes shape consumer decision-making. The findings indicate that online reviews significantly reduce perceived risk, influence product evaluation, and affect purchase intentions, particularly for experience-based and high-involvement products. Consumers rely on both aggregated indicators, such as star ratings, and detailed textual reviews, while increasingly adopting sceptical evaluation strategies due to awareness of fake reviews. The study contributes to consumer behaviour and digital marketing literature by clarifying the multifaceted mechanisms through which online reviews shape purchasing behaviour in digitally mediated consumption environments.