E-Trust and Purchase Decisions: Role of Online Customer Review and Online Customer Rating

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The study shows that online customer reviews significantly affect purchase decisions, mediated by e-trust.
All hypotheses tested were accepted, indicating a strong relationship between trust and purchasing behavior.
The analysis relied on responses from 245 Shopee users aged 18 to 55 in Indonesia using the Smart PLS program.
These findings highlight the importance of online reviews and ratings in forming e-trust and guiding consumer choices.

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This study reveals how online customer reviews and ratings impact e-trust, influencing purchase decisions for Shopee users in Indonesia.

Mahmud et al. (2022) studied this question.

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