International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

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Influence of Shopee Online Reviews on Consumer Purchasing Decisions

Author(s) Mr. Abdelrahman Osama Ali
Country Philippines
Abstract This study investigates the influence of Shopee online reviews on consumer purchasing decisions in Baguio City, Philippines. As e-commerce continues to transform retail landscapes, online reviews have become central to building consumer trust and guiding purchase behavior. Using a descriptive research design, data were gathered from 403 Shopee users aged 18 and above who had made purchases within the past six months. The study examined four key variables: review credibility and trustworthiness, consumer information-seeking behavior, influence of reviews on decision-making, and satisfaction leading to repeat purchases.
Findings reveal that respondents strongly agreed on the importance of credible and detailed reviews, with authenticity, verified purchase indicators, and accompanying product photos emerging as major determinants of trust. Consumers actively engaged in information-seeking, particularly regarding product quality, delivery reliability, and seller responsiveness. The results indicate that reviews exert the strongest influence on purchasing decisions, functioning as substitutes for direct product evaluation and acting as social proof in uncertain contexts. Furthermore, satisfaction was shown to foster loyalty, with repeat purchases closely tied to positive prior experiences.
The study highlights both opportunities and challenges for Shopee and other e-commerce platforms. Ensuring review credibility, improving seller responsiveness, and strengthening delivery systems are critical to sustaining consumer trust and loyalty. These insights not only contribute to the growing literature on digital consumer behavior but also provide practical strategies for sellers, marketers, and policymakers to enhance transparency and customer engagement in mid-sized urban markets such as Baguio City.
Keywords online reviews, Shopee, consumer behavior, purchase decisions, e-commerce
Field Business Administration
Published In Volume 7, Issue 5, September-October 2025
Published On 2025-10-21
DOI https://doi.org/10.36948/ijfmr.2025.v07i05.57457
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E-ISSN 2582-2160
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