The Impact of Online Reviews and Testimonials on Consumer Trust and Purchase Intentions: Evidence from Malaysian University Students
DOI:
https://doi.org/10.24191/ji.v21i2.11266Keywords:
online reviews, consumer trust, purchase intentions, purchasing, behaviourAbstract
Electronic commerce has transformed consumer purchasing behaviour by enabling transactions without geographical limitations. In this digital environment, consumers rely heavily on online reviews and testimonials as substitutes for physical product inspection. While positive and credible reviews enhance trust and encourage purchases, negative or deceptive feedback can undermine confidence. The growing prevalence of fake reviews further complicates consumer decision-making, raising concerns about credibility and authenticity. This study addresses the problem of how review credibility influences consumer trust and purchase intentions, focusing on Malaysian university students as a representative sample of young, active online shoppers. The objectives of this research are twofold: (1) to identify the role of online reviews and testimonials in shaping consumer trust toward products and brands, and (2) to examine how the credibility of online reviews relates to purchase intentions. A quantitative survey method was employed, targeting 30 students from diverse academic disciplines. Respondents were selected through convenience sampling, and data were collected via online questionnaires distributed through social media over a 14-week period. Descriptive statistics were used to analyze responses, with results presented in charts to highlight trends. Findings reveal that most respondents strongly agreed that positive reviews increase confidence, while negative reviews deter purchases. Credibility emerged as a decisive factor, with the majority of the participants considering review trustworthiness before making purchase decisions. Authentic and detailed reviews were particularly influential in building trust, whereas skepticism toward fake or unreliable reviews reduced purchase intentions. These results confirm the critical role of review credibility in shaping consumer behaviour but also highlight limitations such as demographic skew and potential social desirability bias.
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