Volume 2 - Issue 1, January - February 2026

The rapid development of online shopping has meant that this issue is becoming a decisive aspect of persuading buyers. This paper will look at the degree to which online reviews and ratings affect consumer buying behaviour and discuss some of the psychological mechanisms that are driving their effects. Previous studies show that online reviews and ratings influence the consumer's level of trust in the product, perceived quality of the product, and, finally, the purchase intention. Overall, positive reviews and high ratings enhance consumer confidence, while negative reviews and low ratings reduce buying intentions. In addition, understanding consumer behaviours working in conjunction with reviews provides further insight into decision-making processes in digital marketplaces. The research aims to add knowledge by conducting a more in-depth analysis of the impact of reviews and ratings on consumers' choices. It is also expected that the results will assist companies and e-commerce platforms in managing online reviews and ratings effectively to improve customer engagement, build perceived credibility, and, ultimately, increase sales growth.

Ms K Abinaya, Dr Geetha R,"A Study on Influence of Reviews and Ratings on Purchase Decisions" International Journal of Advanced Multidisciplinary Research and Educational Development, V2(1): Page(985-990) Jan-Feb 2026. ISSN: 3107-6513. www.ijamred.com. Published by Scientific and Academic Research Publishing.