Effect of Online Customer Reviews on Consumer Purchase Intention

Abstract

Reviewers' comments and information from consumer reviews are essential influencing factors on consumer purchase intention. This study examined the effects of online customer reviews on consumer purchase intention in Nigeria, focusing on review credibility and valence, and leveraging the Theory of Planned Behaviour. A descriptive survey research design was adopted, and data were collected using a structured questionnaire from a sample of 285 respondents selected via simple random sampling. The findings revealed that online customer reviews have a significant positive effect on consumer purchase intention. Similarly, review credibility was found to significantly influence consumer purchase intention, indicating that consumers are more likely to rely on trustworthy and authentic reviews when making purchase decisions. In addition, valence was found to have a significant positive effect on consumer purchase intention, indicating that positive reviews increase the likelihood of purchase intention, while negative reviews reduce it. The study concluded that online customer reviews play a crucial role in shaping consumer purchase decisions in Nigeria. It was recommended that businesses should encourage positive reviews, improve credibility mechanisms on digital platforms, and actively manage customer feedback to enhance consumer trust and purchase intention.