| Mallik, S. K., Uddin, I., Akter, F., Rahman, A. S. M. S., & Rahman, M. A. (2025).

Evaluating
the influence of customer reviews and consumer trust on online purchase behavior. World
Journal of Advanced Research and Reviews, 25(1), 423-432. DOI:
10.30574/wjarr.2025.25.1.0015 |

| Research Paper (Foreign) |

| In the study conducted by Mallik, Uddin, Akter, Rahman, and Rahman (2025), the influence
of customer reviews and consumer trust on online purchase behavior is thoroughly
examined. The research reveals that peer-reviewed comments play a central role in shaping
consumer perceptions, building trust, and ultimately guiding purchasing choices. Positive
reviews are shown to strengthen trust and foster brand loyalty, leading to an increase in
purchase intentions. In contrast, negative reviews often deter potential buyers and redirect
them toward competing brands. The study further investigates the impact of fake reviews,
demonstrating that illegitimate or misleading feedback can seriously erode trust and damage
a brand's authenticity. Additionally, product type, brand reputation, and the total volume of
reviews act as moderating factors, affecting the degree to which reviews sway consumers’
decisions. It was also found that consumers actively assess the authenticity of online
reviews as part of their decision-making process. |

| The evidence suggests that authentic, positive customer reviews are fundamental in
establishing consumer trust and driving online sales. The presence of fake or negative
reviews, however, risks undermining trust, emphasizing the importance of review
transparency and credibility for brands and platforms seeking to foster meaningful customer
engagement. |

Thank you for clarifying! Yes, you provided two article links. Here is the requested format for
BOTH articles separately:

| Ahmed, A., Qasim, H., Waseem, M., & Safdar, R. (2023). Impact of online reviews on
buying behavior of consumers towards electronics products. Journal of Business and
Management Research, 6(3), 19-26.
[Link](https://jbmr.com.pk/index.php/Journal/article/view/340) |

| Research Paper (Foreign) |

| In the study conducted by Ahmed, Qasim, Waseem, and Safdar (2023), the impact of
online reviews on consumers’ buying behavior for electronic products is comprehensively
analyzed. The findings indicate that online reviews significantly influence consumer
purchase decisions, particularly by enhancing product awareness and reducing uncertainty.
The study observes that consumers rely heavily on the authenticity and clarity of reviews,
and positive feedback tends to increase the likelihood of purchase, while negative or
ambiguous reviews can deter buying decisions. Factors such as the credibility of the
reviewer, the presence of detailed product information, and the frequency of reviews were
also identified as important determinants affecting consumer trust and confidence. |

| These results suggest that both the quality and reliability of online reviews are crucial for
influencing consumers toward electronic purchases. For businesses, managing review
authenticity and encouraging detailed, transparent feedback should be a priority to
strengthen buyer trust and drive sales. |

| Kang, M., Sun, B., Liang, T., & Mao, H.-Y. (2022). A study on the influence of online
reviews of new products on consumers’ purchase decisions: An empirical study on JD.com.
Frontiers in Psychology, 13, 983060. DOI: 10.3389/fpsyg.2022.983060 |

| Research Paper (Foreign) |

| In the study conducted by Kang, Sun, Liang, and Mao (2022), the impact of online reviews
on consumer purchase decisions for new electronic products was systematically investigated
using text mining and empirical analysis of laptop reviews on JD.com. The research
pinpointed five main factors that consumers focus on through online reviews: appearance
design, laptop setup, logistics service, after-sales service, and user experience. These
factors were categorized into product quality and supporting service dimensions. The
findings revealed that while the overall volume of online reviews positively influences
purchase decisions by signaling product popularity and reducing uncertainty, the sentiment
and variance of reviews produce more nuanced effects. Specifically, a large amount of
positive reviews boosts consumer confidence and increases purchase intentions. Contrarily,
mere increases in the number of negative or highly varied (divergent) reviews raise risk
perceptions and hesitation, thereby discouraging purchases. The interaction between review
quantity, emotional tone, and opinion variance further shapes consumer responses,
highlighting the complex and context-dependent nature of online review influence. |

| These findings underscore that not just the number, but the emotional tone and consistency
of online reviews critically shape consumers’ willingness to buy new products. Effective
review management should encourage plentiful, clear, and positive feedback to maximize
trust and reduce uncertainty, while platforms and brands must be attentive to both the
content and diversity of online consumer opinions to guide purchasing behaviors effectively.
|

| Mo, Z., Li, Y., & Fan, W. (2015). Effect of Online Reviews on Consumer Purchase
Behavior. Journal of Service Science and Management, 8, 419-424. DOI:
10.4236/jssm.2015.83043 |

| Research Paper (Foreign) |

| In the study conducted by Mo, Li, and Fan (2015), findings support that positive online
reviews have a significant impact on consumer buying intention. The results showed that
moderate reviews do not considerably influence purchase decisions, and negative reviews
did not show a strong deterrent effect. The study also found that the number and richness of
online reviews, including those with pictures, meaningfully affect consumers’ choices. Higher
description ratings, however, sometimes led to lower purchase rates, while service and
logistics ratings were not significant factors influencing purchase behavior. |

| This suggests that when positive, detailed, and visual online reviews are present, there is
stronger consumer motivation to purchase products. The interaction between consumers
and online review content substantially influences purchasing behavior, reinforcing the
relevance of review quality and richness in online shopping contexts. |

| Kang, M., Sun, B., Liang, T., & Mao, H.-Y. (2022). A study on the influence of online
reviews of new products on consumers’ purchase decisions: An empirical study on JD.com.
Frontiers in Psychology, 13, 983060. DOI: 10.3389/fpsyg.2022.983060 |

| Research Paper (Foreign) |

| In the study conducted by Kang, Sun, Liang, and Mao (2022), the impact of online reviews
on consumer purchase decisions for new electronic products was systematically investigated
using text mining and empirical analysis of laptop reviews on JD.com. The research
pinpointed five main factors that consumers focus on through online reviews: appearance
design, laptop setup, logistics service, after-sales service, and user experience. These
factors were categorized into product quality and supporting service dimensions. The
findings revealed that while the overall volume of online reviews positively influences
purchase decisions by signaling product popularity and reducing uncertainty, the sentiment
and variance of reviews produce more nuanced effects. Specifically, a large amount of
positive reviews boosts consumer confidence and increases purchase intentions. Contrarily,
mere increases in the number of negative or highly varied (divergent) reviews raise risk
perceptions and hesitation, thereby discouraging purchases. The interaction between review
quantity, emotional tone, and opinion variance further shapes consumer responses,
highlighting the complex and context-dependent nature of online review influence. |

| These findings underscore that not just the number, but the emotional tone and consistency
of online reviews critically shape consumers’ willingness to buy new products. Effective
review management should encourage plentiful, clear, and positive feedback to maximize
trust and reduce uncertainty, while platforms and brands must be attentive to both the
content and diversity of online consumer opinions to guide purchasing behaviors effectively.
|

| Ahmed, A., Qasim, H., Waseem, M., & Safdar, R. (2023). Impact of Online Reviews on
Consumer Trust, Perceived Value, and Purchase Behavior in Pakistan’s E-Commerce
Market. *Journal of Business and Management Research*, 3(3), 1009-1030. |

| Research Paper (Foreign) |

| In the study conducted by Ahmed, Qasim, Waseem, and Safdar (2023), the role of online
reviews in shaping consumer trust, perceived value, and purchase behavior within the
Pakistani e-commerce fashion sector was thoroughly examined. Using quantitative data
collected via questionnaire from 560 online shoppers and analyzed with structural equation
modeling, the research found that high-quality reviews authored by credible reviewers
strongly boost consumers' perceptions of trustworthiness. This heightened trust increases
the perceived value of products, and perceived value, in turn, mediates the link between
trust and the final purchase decision. The study highlights that the interplay between review
credibility, quality, and perceived trust is central to consumer decision-making in e-
commerce. Platforms benefit by ensuring reviews are detailed and authentic, as these
factors encourage trust and drive sales decisions. |
| The findings emphasize that for e-commerce businesses, especially in the fashion sector,
facilitating and showcasing high-quality, credible reviews is vital for building consumer trust
and perceived value, ultimately enhancing purchase behavior. The study suggests future
research directions, such as exploring the effect of video reviews and social media
influencers in digital consumer behavior in Pakistan. |

| Shivani Guru. (2024). The Influence of Online Reviews on Consumer Behavior: An

| Research Paper (Foreign) |

| In the study conducted by Shivani Guru (2024), the influence of online reviews on
consumer behavior is thoroughly analyzed using empirical data. The research investigates
how core review attributes—including content quality, emotional polarity, credibility, and
recency—affect consumer trust, risk perception, and willingness to purchase. The findings
demonstrate that detailed and authentic positive reviews greatly increase trust and purchase
intent, while exposure to negative or contradictory feedback raises caution and hesitancy
among consumers. The study further reveals that reviewer credibility—such as verified
purchase status—and the timeliness of reviews significantly moderate their impact.
Moreover, it highlights the growing consumer vigilance toward fake or manipulated reviews,
emphasizing an increasing reliance on authenticity and consistency when forming purchase
intentions. |

| The evidence underscores the necessity for e-commerce platforms and retailers to
prioritize high-quality, transparent review systems. Authentic and recent consumer feedback
plays a critical role in building trust and reducing perceived risk, directly influencing purchase
decisions. Merchants are therefore encouraged to facilitate genuine, substantive reviews
and implement effective verification mechanisms to support consumer confidence and
sustain competitive advantage in digital marketplaces. |