The influencing factors of online reviews on purchase decisions / Fatihah Norazami Abdullah, Profesor Madya Dr. Noriza Mohd Saad and Nor Edi Azhar Mohamed

Online reviews have become a crucial factor in customer decision-making, a global change with the introduction of the digital era. Chen et al. (2022) emphasize how the rise in online product reviews and the revolutionary impact of e-commerce platforms have changed the traditional paradigm of customer decision-making. Currently, these evaluations have a significant impact on the digital environment, creating a dynamic environment where digital feedback systems are crucial. This trend can be observed in Malaysia, a country that majorly engages in commerce activities. Hong et al. (2021) draws attention to recent figures that demonstrate how heavily Malaysian customers rely on online reviews. These figures reveal a significant dependence, as a major proportion of customers regard online evaluations as helpful when making selections about what to buy. The convergence of local and global viewpoints highlights the growing importance of Internet evaluations in the consumers’ decision-making processes. The cited study helps in understanding the pervasive influence of digital feedback mechanisms, both globally and in Malaysia's particular environment.