INFLUENCE OF ONLINE CUSTOMER REVIEWS ON CONSUMER PURCHASE INTENTION IN E-MARKETPLACES: A CASE STUDY OF SHOPEE

Abstract

Online Customer Reviews (OCR) have become a key determinant in shaping consumers’ buying behavior on e-commerce platforms. However, few studies have empirically analyzed their direct influence in emerging markets in Southeast Asia. This research seeks to examine how OCR affects purchase decisions on Shopee. A quantitative methodology was applied, collecting data from 90 active Shopee users who referred to customer reviews before making a purchase, using structured online questionnaires. Descriptive statistics indicate that respondents generally perceive OCR positively, reflecting a moderate to high influence on their purchase intentions. Simple linear regression analysis demonstrates that OCR has a positive and significant effect on purchase decisions (β = 0.655, t = 5.175, p < 0.001), with a coefficient of determination (R² = 0.233), indicating that 23.3% of the variance in purchase decisions can be explained by OCR. The results indicate that customer reviews act as a vital information source, helping to lower perceived risks and boost consumers’ confidence when making online purchases. Practically, the study suggests that e-commerce sellers and platform managers should actively encourage and manage customer reviews to increase purchase likelihood, while future research may explore additional factors affecting consumer behavior in digital marketplaces.