Influence Of Online Reviews And Ratings On Customer Satisfaction In Fashion Purchases

Abstract

The rapid growth of e-commerce has significantly transformed consumer purchasing behavior, particularly in the fashion sector. This study examines the influence of online reviews and ratings on customer satisfaction in fashion purchases. The primary objective is to analyze how reviews and ratings affect purchase decisions and overall satisfaction levels of customers. The study is based on both primary and secondary data. Primary data were collected from 80 respondents in Kanyakumari District using a structured questionnaire. Analytical tools such as percentage analysis, ANOVA, and correlation were used to interpret the data. The findings reveal that online reviews and ratings play a crucial role in influencing customer decisions and satisfaction. A majority of respondents rely on reviews before making a purchase, and negative reviews were found to have a strong impact on buying behavior. The ANOVA results indicate a significant relationship between income and customer satisfaction, while the correlation analysis shows a strong positive relationship between online reviews and satisfaction levels. The study concludes that online reviews and ratings are key determinants of customer satisfaction in online fashion shopping. It suggests that e-commerce platforms should focus on maintaining transparency, ensuring authenticity of reviews, and improving product quality and service. These measures will help in enhancing customer trust, satisfaction, and long-term loyalty in the competitive online fashion market.