ONLINE REVIEWS ON CUSTOMER TRUST AND LOYALTY: A CASE STUDY OF E-COMMERCE PLATFORMS
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Abstract
This study examined the impact of online reviews on customer trust and loyalty, usinge-commerce platform This study examined the impact of online reviews on customertrust and loyalty among University of Benin students who shop on e-commerce
platforms such as Jumia, Jiji, and Temu. It focused on five components of onlinereviews which includes valence, volume, recency, credibility, and helpfulness andtheir influence on consumer behaviour. A quantitative survey design was adopted, with 400 questionnaires distributed and 384 valid responses analyzed using correlationand multiple regression analyses. Findings revealed that all five components
significantly affect customer trust and loyalty. Review valence shapes perception, review volume builds confidence, review recency enhances relevance, reviewcredibility promotes authenticity, and review helpfulness supports informed decisions. The study concluded that credible and helpful reviews are vital for sustainingconsumer trust and loyalty. It recommended that e-commerce platforms enhancereview verification, encourage balanced feedback, and employ AI moderationtostrengthen review credibility and transparency.
platforms such as Jumia, Jiji, and Temu. It focused on five components of onlinereviews which includes valence, volume, recency, credibility, and helpfulness andtheir influence on consumer behaviour. A quantitative survey design was adopted, with 400 questionnaires distributed and 384 valid responses analyzed using correlationand multiple regression analyses. Findings revealed that all five components
significantly affect customer trust and loyalty. Review valence shapes perception, review volume builds confidence, review recency enhances relevance, reviewcredibility promotes authenticity, and review helpfulness supports informed decisions. The study concluded that credible and helpful reviews are vital for sustainingconsumer trust and loyalty. It recommended that e-commerce platforms enhancereview verification, encourage balanced feedback, and employ AI moderationtostrengthen review credibility and transparency.
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