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@article{176280,
        author = {PREMKUMAR.S and SIVASAKTHI.D},
        title = {THE ROLE OF CUSTOMER REVIEWS IN SHAPING THE SELECTED ONLINE PURCHASING DECISION},
        journal = {International Journal of Innovative Research in Technology},
        year = {2025},
        volume = {11},
        number = {11},
        pages = {5660-5662},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=176280},
        abstract = {Customer reviews have become a cornerstone of modern online shopping behavior, significantly shaping purchasing decisions. This study investigates how consumer-generated reviews on platforms like Amazon India, Flipkart, and Myntra affect buyer trust, product perception, and purchase intention. Utilizing a mixed methodology including primary survey data from 80 respondents and secondary research, the paper analyzes the credibility of reviews, challenges posed by fake feedback, and the psychological mechanisms that drive trust. Findings highlight the influence of review content, platform design, and consumer awareness on purchasing behavior.},
        keywords = {Customer Reviews, Online Shopping, Purchase Intention, E-Commerce, Amazon India, Flipkart, Myntra.},
        month = {April},
        }