The Influence of Online Reviews on Consumer Learning and Purchase Decisions

Abstract

The proliferation of online reviews has significantly altered consumer behavior, impacting both learning processes and purchase decisions. This paper investigates how online reviews shape consumer perceptions and decision-making. By synthesizing existing literature and analyzing empirical data, we explore the mechanisms through which reviews influence consumer learning, including the roles of review credibility, volume, and valence. We also examine how reviews affect purchase intentions and decisions, focusing on the interaction between review content and consumer additionally, we discuss the implications for businesses and suggest strategies for leveraging online reviews to enhance consumer trust and drive sales. This study contributes to a deeper understanding of the dynamic relationship between online reviews and consumer behavior, providing insights for both researchers and practitioners in the field of marketing and consumer psychology.