Mediating Effect Of Online Reviews In The Relationship Between Perceived Convenience And Trust In Shaping Online Shopping Behavior

Abstract

This study looks into how internet reviews influence how perceived convenience and trust interact to influence consumers' online buying decisions. Convenience has emerged as a major factor in consumer engagement with e-commerce, but trust is still essential for making final purchase decisions because of the inherent risks of online purchasing. Online reviews serve as a third-party validation method, lowering perceived risks and fostering trust by offering social evidence and insights into previous customers' experiences. The purpose of this study is to investigate how online reviews, which eventually affect customer behavior, mediate the relationship between the ease of use of online platforms and the growth of trust. The study used a quantitative methodology to investigate whether the existence of online reviews enhances the correlation between convenience and trust, as well as the impact of this mediation on consumer choice. For e-commerce platforms looking to boost consumer satisfaction and trust through better user experiences and review systems, the findings offered insightful information.