FACTORS INFLUENCING CONSUMER TRUST AND PURCHASE INTENTION IN E COMMERCE; A STUDY OF ONLINE REVIEWS AND RATINGS
Abstract
This study examines how online review valence and average star ratings relate to consumer trust and, in turn, to purchase intention in e-commerce within Kerala. Using a cross-sectional survey of adult online shoppers who had purchased in the previous six months, a structured questionnaire captured perceptions of review valence/helpfulness, average star ratings encountered, consumer trust, and purchase intention on five-point Likert scales. Data screening removed incomplete and patterned responses; negatively keyed items were reverse-coded, and construct scores were computed as means. Analyses were conducted in EDUSTAT, reporting reliability, correlations, regression, and mediation. Results indicate that more positive review valence and higher average star ratings are each strongly associated with greater consumer trust. Trust, in turn, shows a large positive relationship with purchase intention. Mediation tests reveal significant indirect effects of both review valence and average star ratings on purchase intention via trust, alongside smaller direct effects, consistent with partial mediation. The findings highlight trust as the central mechanism linking review and rating signals to intention and suggest practical avenues for platforms and sellers: elevate review quality and recency, present ratings with credibility cues, and strengthen visible protections around returns, security, and customer support.
Keyword : online reviews, consumer trust, purchase intention
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