Online purchase decisions among university students: The roles of electronic word-of-mouth and product ratings

Abstract

The rapid growth of e-commerce has transformed consumer purchasing behavior, particularly among university students who increasingly rely on online marketplaces such as Shopee to fulfill their shopping needs. In online purchasing environments, consumers often depend on information provided by other users, including electronic word-of-mouth (E-WOM) and product ratings, to reduce uncertainty and evaluate product quality before making purchase decisions. Therefore, this study aims to examine the influence of E-WOM and product ratings on purchase decisions among Shopee users within the student community. This research employed a quantitative approach using an explanatory research design. Data were collected through a structured questionnaire distributed to students who had experience purchasing products through Shopee. The collected data were analyzed using validity and reliability testing, classical assumption testing, and multiple linear regression analysis. The findings indicate that E-WOM positively influences purchase decisions, suggesting that information and experiences shared by consumers contribute to shaping purchasing behavior. Product ratings were also found to influence purchase decisions, reflecting the importance of consumers’ evaluations of product quality and seller performance in online transactions. Moreover, both E-WOM and product ratings collectively contribute to consumers’ purchasing decisions on Shopee. These findings highlight the crucial role of online reviews and rating systems in building consumer confidence and supporting decision-making processes in e-commerce environments. The study provides practical implications for online sellers and marketplace managers to enhance product credibility and consumer trust through effective review and rating management.