Impact Factor

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Author(s):

Ms. S. Subhitcha | Ms. C. Keerthana
Keywords:

Online Reviews, Student Consumer Behavior, Digital Word-of-mouth, E-commerce, Purchasing Decisions, Consumer Trust
Abstract:
This Study Investigates The Influence Of Online Reviews On Students’ Shopping Behavior, Focusing On How Digital Feedback Shapes Purchasing Decisions. By Examining Patterns In Student Engagement With Product Ratings, Comments, And Recommendations, The Research Identifies Key Factors That Guide Their Trust And Choice In Online Marketplaces. Findings Reveal That Students Are Significantly Impacted By Both The Perceived Credibility And The Volume Of Online Reviews, Suggesting That Digital Word-of-mouth Plays A Pivotal Role In Shaping Consumer Behavior Within This Demographic. The Study Offers Insights For Marketers And E-commerce Platforms Aiming To Enhance Engagement And Tailor Strategies For Student Consumers.