Unraveling the impact of online consumer reviews on consumer buying behavior

The concept of consumer reviews dates back to traditional word-of-mouth recommendations, which have always played a crucial role in consumer decision-making. However, with the advent of the internet and the rapid growth of e-commerce platforms, these reviews have moved online, becoming more accessible and influential than ever. Online Consumer Reviews (OCRs) have become a pivotal resource for consumers seeking information and advice on products and services. They offer valuable insights from experienced individuals, aiding potential buyers in making informed decisions. This transformation in consumer behavior didn’t occur overnight but is the result of a gradual evolution in digital communication, e-commerce, and consumer trust.

The purpose of the present study is three-fold: to provide a comprehensive analysis of the rise and popularity of online consumer reviews, to assess the impact of OCRs on consumer buying behavior and to identify gaps and provide recommendations for future research to develop a more coherent understanding of OCRs and their impact. To conduct a comprehensive assessment of previous research work on Online Consumer Reviews (OCRs), this study adopts an extensive literature review approach. Based on the extensive literature review, a conceptual framework is developed. This framework aims to categorize and explain three broad factors of OCRs- Online review credibility, source credibility and platform credibility that influence consumer purchase decisions. The framework serves as a tool for researchers to understand the triggers that result in OCRs impacting consumer behavior. Thus, the novel contribution of this study lies in its comprehensive aggregation and presentation of the most pertinent information on OCRs, offering a clear depiction of the current state of literature. This foundation facilitates the identification of future research opportunities, aiming to propel the field forward. Thus, it can be concluded that online consumer reviews have been revolutionized and play a major role in the decision to purchase products.