Brand Awareness as a Moderator between Online Reviews and Consumer Purchase Intentions

This research explores the influence of online reviews and brand awareness on consumer purchase intentions in the context of e-commerce in Haryana, India. Using a structured questionnaire, data were obtained from 404 respondents across five districts. The analysis included descriptive statistics, correlation tests, reliability checks, and hierarchical regression to examine both direct and moderating effects. The results demonstrate that both online reviews and brand awareness have significant, independent, and positive effects on consumers’ likelihood to make online purchases. Respondents who consider online reviews credible and those with strong brand familiarity exhibit higher purchase intentions. However, the moderation analysis reveals that brand awareness does not significantly modify the relationship between online reviews and purchase intention, suggesting the two factors operate independently in influencing consumer behaviour. This study contributes to the existing literature by aligning with established theoretical models like the Elaboration Likelihood Model and the Theory of Planned Behaviour. Additionally, it offers practical recommendations for marketers and policymakers aiming to enhance digital consumer engagement in emerging regional markets. Future research should address contextual limitations by incorporating additional variables and applying longitudinal methods.