The impact of online reviews on purchase intention: A study on fashion products in e-commerce platforms
Published: July 26, 2026
doi:10.62831/202504028
Abstract
E-commerce has witnessed rapid growth in recent years, with the fashion industry ranking second in online sales in 2023 (We Are Social & Meltwater, 2024). This study examines the impact of online review factors on consumers' purchase intentions for fashion products on e-commerce platforms. Analyzing a sample of 210 respondents using SPSS software, the findings reveal that the number of online reviews, review quality, and review credibility significantly influence purchase decisions. These insights provide valuable implications for businesses looking to optimize their online review strategies to enhance consumer engagement and sales.
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