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This research examines how online reviews influence student purchasing behavior and the role of consumer trust.

May 26, 2026Open Access

Role of Online Reviews in Shaping Student Buying Behavior

Key Points

This research examines how online reviews influence student purchasing behavior and the role of consumer trust.
Quantitative research approach using a structured questionnaire
Primary data collected from 475 students
Data analysis involved chi-square test, t-test, ANOVA, correlation analysis, and regression analysis.
Significant links between demographic factors and purchase intentions were identified (p<0.05).
Review usefulness and credibility were major predictors of purchase intentions (β, p<0.01).
Consumer trust significantly enhances the effect of online reviews on purchasing behavior.

Abstract

The growing prevalence of e-commerce platforms and social media has greatly amplified the significance of online reviews in shaping consumer choices, especially among students who depend heavily on digital information before making purchases. This research explores how online reviews impact student purchasing behavior by evaluating the influence of review attributes such as valence, credibility, usefulness, and the trustworthiness of the source on purchase intentions (Nigam Zhang et al., 2024). The results also affirmed that consumer trust considerably boosts the impact of online reviews on purchasing behavior, aligning with Trust Theory and the Information Adoption Model (Sussman Babu et al., 2024). The study concludes that students heavily depend on reliable and informative online reviews when making purchasing decisions in digital settings.

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Manoj Gangwar, Narottam Gangwar, Sachin Gangwar, Shivani Sharma (Sun,) studied this question.

synapsesocial.com/papers/6a1539ccb5d9c58d83e8ce28 https://doi.org/https://doi.org/10.5281/zenodo.20365673

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