Influence of Online Ratings and Reviews on Consumer Pre-Purchase Behaviour: A Review

The goal of this review article is to examine previous research on how customer purchasing decisions are influenced by online ratings and reviews of goods and services. As is common knowledge, individuals write online reviews of goods or services based on their personal experiences, and these reviews influence other potential customers whether to purchase or not. This review paper has taken into consideration a few of the chosen studies that have been conducted in the field that deal with the influence of reviews and ratings on consumer purchasing behaviour and how consumers make decisions about what to buy while they are online. Most of the papers were written in the last two to three years, although those written during the last seven years were given special consideration. The author's contribution and the results of their research work are clearly indicated in the summarization table that has been prepared at the end. The summarization provides a current perspective of the studies, contributions, and results produced, as well as the scope for additional research in this field.