Exploring the Impact of Review Authenticity on Consumer Trust in the Online E-Commerce Industry in the UK

Purpose: The aim of the research is to critically evaluate the impact of review authenticity on consumer trust in the online E-commerce industry in the UK. Shift to ecommerce shopping has increased since past few years and Covid-19 triggered the pace. In this context, online shopping increasingly makes consumers inclined to check reviews and purchase products. However, fake reviews or questions about review authenticity creates confusion among consumers and this triggers the question of consumer remain loyal to the brand. This aspect is important and reflects the research significance. Methods: The study considered positivism for its objective assumption and based on deductive approach the specific observation of the research context has been ensured. The study has conducted a survey with 100 sample size and has used SPSS for interpreting the research findings. The study has followed descriptive statistics, correlation test, ANOVA and regression methods to interpret the results. Findings: The analysis provides an understanding of the influence of providing authentic reviews. It explains the market condition of the UK where the consumers look after the online reviews and base their decisions around this understanding. Positive skewness, huge data variation and positive correlation has shown that review authenticity has a significant impact on consumer trust in the UK ecommerce industry. Consumer trust is a vital factor in the ecommerce industry and in this dimension, authentic reviews and ratings can help the ecommerce brands to achieve. The study findings could help the academicians and research scholars to delve more into this topic with primary observations who are willing to conduct research with a closer topic. Implications: The need for authentic reviews and ratings highlighted in the results comes as a roadmap for market practitioners or decision makers in ecommerce industry which could make them understand that how authentic reviews can influence consumer trust. The study has been able to enrich existing theoretical base by emphasis that how much authentic reviews and ratings are influential for achieving consumer trust.

Name dc:type.qualificationname

mba

Level dc:type.qualificationlevel

masters

Grantor dc:publisher.institution

University of Wales Trinity Saint David

Year dc:date.issued

2024

Author dc:creator

• Vahora, Atik Yasinbhai

• HF Masnach

Dc Identifier Grantnumber

UWTSD

OAI identifier oai:identifier

oai:repository.uwtsd.ac.uk:3302