The Effect of Online Reviews on Purchase Intention: The Mediating Role of Customer Trust in Pakistan

Abstract

The purpose of this study is to investigate the impact of online reviews on customers’ online purchase intention, with a particular focus on the mediating role of customer trust. While extensive research has explored the influence of online reviews on consumer behavior, most prior studies have primarily examined developed countries and specific industries such as retail and tourism, with limited attention given to the online purchasing behavior of students in developing countries like Pakistan. Furthermore, the underlying mechanism through which online reviews shape purchase intention—specifically, the role of customer trust—remains underexplored in the local context. To address these gaps, this study collected data through a structured questionnaire from 150 undergraduate students enrolled in various departments at the University of Malakand. Regression analysis revealed that online reviews have a significant positive effect on online purchase intention and that customer trust plays a crucial mediating role in this relationship. These findings provide valuable insights for online retailers and marketers, highlighting that fostering trust through authentic and credible online reviews is essential to enhance consumers’ purchase intentions. The study also offers practical implications for e-commerce platforms in Pakistan to develop effective review management strategies to build customer trust and encourage repeat online purchasing. Limitations and directions for future research are discussed to guide scholars and practitioners in this evolving field.