THE IMPACT OF ONLINE REVIEWS AND RATINGS ON CONSUMER TRUST IN E-COMMERCE: A SYSTEMATIC LITERATURE REVIEW

Abstract

This systematic literature review investigates the role of online reviews and ratings in shaping consumer trust and purchasing decisions in e-commerce platforms. The study synthesizes existing research to identify key factors influencing consumer trust, such as review credibility, valence, visibility, and reviewer characteristics. Positive reviews with high ratings are found to increase consumer trust and purchase intentions, while negative reviews act as deterrents, though they are scrutinized more carefully as valuable for risk reduction. The research also identifies a gap in understanding how consumers attribute the causes of negative reviews and how these attributions impact trust recovery. The findings have significant theoretical and practical implications, offering businesses guidance on managing online reviews to foster long-term consumer trust and enhance e-commerce success. Future research should explore the impact of new forms of online reviews and address challenges like fake reviews and their implications for consumer trust.